Sports stars hear personal confessions from their fans in Kayo’s latest campaign via Special
Kayo Sports has revealed its new ‘Your Team’ brand campaign via Special, showcasing the sports streaming platform’s unrivalled coverage by bringing together Australia’s biggest sports stars including Bailey Smith (AFL), Josh Addo-Carr (NRL), Patrick Carrigan (NRL), Liz Watson (SSN) and more.
The campaign follows the successful release of the ‘Sport Lives Here’ campaign last year, showing what life would be like if Australia’s biggest sports stars lived together, as they do on the Kayo platform where subscribers can find over 50 sports in the one place.
The new iteration will launch with AFL and Western Bulldogs cult figure Bailey Smith and tells the story of a passionate Bulldogs fan who realises that, by not having Kayo, he has been neglecting his duty as fan of his beloved Doggies. In an emotional, rom-com inspired monologue, he comes clean to his favourite players… and at least one ceramic bulldog. After an anticlimactic turn, he’s assured that, now that he has Kayo, all is forgiven.
The campaign will run in VIC, NSW and QLD, across TV, OOH, press, radio, social and digital and aims to tap into the deep tribalism fans have for their team and doing the love for their team justice. With over 3000 creative executions the campaign will be hyper targeted in each market, with postcode based OOH.
Says Kim McConnie, marketing director, Kayo Sports: “Aussies have an insatiable hunger for sport and Kayo feeds that with the biggest range of sports and the most comprehensive coverage of their favourite team.
“Our ‘Your Team’ campaign celebrates this highlighting that for fans who want it all – every match, every round, and every moment – need to have Kayo.
“And in 2022, we can’t wait to add Netball to our line-up, bringing the sport to fans in prime time, with live coverage of every game of the Suncorp Super Netball, plus Sunday blockbuster matches available Live and Free on Freebies
Says Vince Osmond and Jade Manning, creative directors at Special: “As the third instalment of the Kayo House, it was really important that we built on the equity we’ve created, while still keeping things interesting. Adding a new dimension to the construct in the form of a crazed fan gave us even more opportunity for humour.”
This winter, Kayo will stream every game of every round of the 2022 Toyota AFL Premiership Season and 2022 NRL Telstra Premiership Season, as well every game of the 2022 Suncorp Super Netball season plus over 50 other sports Live & On Demand.
The campaign goes live this Sunday 27 February.
Client: Kayo Sports
Kim McConnie: Marketing Director
Matthew Bartolo: Senior Marketing Manager
Jessie Maclaine: Brand Marketing Executive
John Matthews: Director of Partnerships
Tim Micallef: Head of Media & Planning
Creative Agency: Special
Cade Heyde: Partner & CEO
Lindsey Evans: Partner & CEO
Tom Martin: Partner & CCO
Julian Schreiber: Partner & CCO
Dave Hartmann: Partner & CSO
Vince Osmond: Creative Director
Jade Manning: Creative Director
Adam Ferrie: Associate Creative Director
Pete Cvetkovski: Associate Creative Director
James Beswick: Copywriter
Rowan Foxcroft: Art Director
Adam Shear: Head of Design
Sevda Ćemo: Head of Film & Content Production
Aaron Rocca: Producer, Film
Danielle Senecky: Senior Stills Producer
John Rivera: Finished Artist
Tori Lopez: Head of Business Management
Jake Stopper: Business Director
Celine Dinant: Business Manager
Media Agency: Mindshare
Production Company: Division
Matt Kamen: Director
Jeremy Rouse: Cinematographer
Genevieve Triquet: Managing Director / Executive Producer
Linzee Harris: Producer
Nick Hamon: Casting
Post House: The Editors
Jennie McCartney: Post Producer
Fergus Rotherham: Colourist
Soren Dyne: Online
Sound: Rumble Studios
Tone Aston: Partner/Sound Engineer
Michael Gie: Partner/Executive Producer
33 Comments
Such a great piece of film. Love the haunted house idea. Definitely another award opportunity for Special. Great job Adam and Pete
Adam and Pete are on a roll. Donation Dollar and now some top quality film. Keep an eye on these two.
Nicely shot, overacted and generally a bit meh.
Very gooooooood
Brilliant, love the ceramic bulldog statue moment. Classic!
It’s an epic film. Love the haunted house vibe. I totally understand why that’s part of it. I certainly don’t question any of the performance and I think Adam and Pete have done a great job
The Adam & Pete bandwagon – lovely stuff guys
Anyone else from Special got an explainer comment to make? Anyone? Anyone else? No?
Surely an endorsement from Steven Spielberg himself is all that’s missing.
Working with actual players is never easy. I reckon this is a great solve.
The talent’s performance is a bit OTT for my taste, but far from cringe. The shot of the bulldog really makes it.
Job well done.
after merely reading the words Aaron Rocca.
Maybe you are just a cynical pillock?
I completely reject your assertion that I am cynical.
Why is the house haunted?
This is garbage and not the usual “I’m jealous garbage”.
This would have been heaps better if you just pointed the camera at Smith for the full 30 seconds and slapped a logo on it.
To play to people’s love of their team, not so much the love of a league… However the execution doesn’t really do it for me.
I quit.
I reckon the sports star’s acting is way more authentic than the actor’s acting. Which is a turn of events.
Well done Adam and Pete, great Spot!
League is for thickos who do the bubbler.
And fun writing for Kayo.
I honestly have no idea what the horror house thing is for? Am I missing something completely? Agency, can you explain. What the hell is going on there?
This is expected, forgettable churn from an agency I don’t expect forgettable churn form
Amazing how an execution can such vastly different opinions. From ‘Stunning’ to ‘forgettable churn’. I guess it comes down to the agency the comments are coming out of.
Me? The ad made me chuckle. Especially the reprise. Perhaps that’s good enough.
Read the comments before watching the vid expecting to be blown away. Instead a light breeze trickled through what hair I have left along with the sound of a resounding “meh…”.
When’s the AFL world cup again? I always forget.
I must know why the house is haunted?
Chill out bro.
Just curious. Please inform, bro.
This is more an opinion than the pseudonym suggests, but I don’t get haunted vibes from this at all. Like, none. It’s raining. A storm. A guy arrives.
Just another Australian commercial that feels like retail wallpaper rather than an actual creative piece of work.
Nothing good getting made in this country. Maybe one or two things in the past few years.
People getting on here talking work up either don’t know what they’re talking about or were probably involved in making the thing.
Rocca, Pete & Adam…..
What a combo,
On ya lads
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