Supermarket and sporting superstars share why they love AFL in new Coles TVC via DDB Sydney
Ahead of the 2021 Toyota AFL Finals Series, Coles has launched its latest campaign to tell the story of why Australians love this great game so much via DDB Sydney.
The advertisement stars AFL legends Eddie Betts and Anthony McDonald-Tipungwuti, who are proud Coles ambassadors, and features a cameo appearance from cricketing great Mark Taylor.
The campaign captures the excitement and energy of the AFL, and the outstanding moments the game is famous for.
Electric Fields, known for their merging of traditional Anangu culture and electronic music, provide the soundtrack with an inspired cover of the Donna Summer disco classic ‘I Feel Love’.
AFL executive general manager of customer and commercial Kylie Rogers said the launch of this year’s finals campaign was an exciting milestone: “This year’s home and away season has provided Australians all around the country excitement and connection. We are pleased to be able to work with Coles to launch the new campaign highlighting exactly what it is that makes our game unique.”
Coles chief marketing officer Lisa Ronson was delighted to now share the creative with sport loving audiences all around the country: “We are so excited about the finals series at Coles and we are proud to have our inspirational ambassadors helping us celebrate the game with the fans. We are passionate about helping Australians lead healthier and happier lives and this ad supports our position as a proud sponsor of the AFL and AFLW – we love what the game delivers to our customers.”
Says Leif Stromnes, managing director of strategy and innovation, DDB Australia: “This work is a celebration of the AFL – the players, the teams, the fans, the passion, and Coles’ support of the game that brings us together with such great value. It was brilliant working with Coles and the AFL to stir up excitement for finals season.”
Coles and the AFL announced a five-year partnership in 2020, with Coles taking the naming rights of the centre circle.
Client: Coles
Chief Marketing Officer – Lisa Ronson
Head of Brand & Content – Bianca Mundy
Head of Events & Sponsorships – Carmel Horvath
Marketing Manager – John Blaskett
Agency: DDB Sydney
Managing Director of Strategy and Innovation – Leif Stromnes
Creative Partner – Noah Regan
Managing Partner – Pippa O’Regan
Business Director – Madeleine King
Head of Integrated Content – Renata Barbosa
Senior Producer – Sam Harris
Music: Electric Fields, I Feel Love
Music Supervision – Level Two Music
Publishing – Universal Music and Warner
Chappell Electric Fields appear courtesy of Sony Music Publishing
40 Comments
No production credits?
At this point I feel like Campaign Brief need a sub category for your run-of-the-mill category spots void of any idea. It would clean the website up a bit anyway.
The Chief Marketing Officer is the first name on the credits.
Well, I’m confused…
All sizzle, no steak. Very hard to follow.
An idea behind the ad……I’d like to see that!
I’m so confused about what is happening all the way through this
“The game with more value than any other”. A very long bow.
What a horrible car crash.
This ad doesn’t make sense. Confused VO and action with a great music track. Maybe your Melbourne-based office might have done a better job of bringing to life how AFL truly is Value the Australian Way.
Is Coles being run out of DDB Sydney now?
What a mess… too many Cooks?
Shouldn’t this just have been 30″ of why AFL stars love Coles .. would’ve been clearer that’s for damn sure.
Why do so many get paid so much for creating such awful rubbish?
I’m completely lost.
I want to like it. Maybe the 20″ cutdown will bring the idea to life…
What’s going on in this ad?
Not just by this commercial,which is utterly incomprehensible but by the need for Coles to have spent at least $1.5 million on a film with a 5 week lifespan.
Unbelievably that would have been the budget if you factor in celebrity talent cost/endorsement, the rights to I Feel Love,the cool band and the shoot itself.
All on top of a huge sponsorship fee.
If I were a Coles board member or shareholder I would be asking questions about such a flagrant expenditure.
What does that woman in the bombers rain jacket say? I’ve watched it about 20 times and can’t make it out.
I came here for that answer
On the day that Woolies announced an Uber integration, Coles throws out another pointless ad. Unfortunately the Australian big marketing community is just out of touch marketers with big budgets spending all their time listening to has been analysts talking about the golden age of TV.
What was that?
Zero value in watching that
Woolies is really shading Coles. And the Coles CMO needs to stop this largesse and do something meaningful. Woolies.is bringing out sustainable Lego ffs!
Fresh!
This is a watered-down copy of the classic AFL ad from the 90’s ‘I’d Like To See That’:https://www.youtube.com/watch?v=w2TO35rZjO4
The Coles version doesn’t make sense though and doesn’t have a clear idea behind it.
1 out of 10
Can somebody help me please.It’s a celebration of AFL so why the basketball and cricket references?Also,like Hard of Hearing I still cannot understand what the Bombers fan is saying or the shelf stacking guy.I wish I could because it might all make some sense.
…What just happened tbh, banger of a track tho
Hahahaha what just happened?
Really not sure what I’m meant to be taking away from that.
Bring our style of marketing back!
… the standards of work in this market are down.
The fact that 2 x major Australian advertisers this year alone are paying for the rights on a 50 year old disco record instead of supporting the rich breadth of Australian musical talent (especially in these times) is shameful.
And your alternative home-grown Aussie track would be?
I have no idea what I just watched…
Why is that a Coles responsibility?
When you are spruiking yourself as doing things the AustralianWay, you kinda do have a responsibility.But who knows with this brand?
It’s all over the place.Seems there is no one person at the helm.
No production credits? Seems like a Coles hack job to me. I can’t see DDB being responsible for this quality of work.
Woolworths are killing them.Love the green campaign.Simple,clever and intuitive.Well done Woolies.
I’m still no closer to knowing why Aussies love AFL, though if the ad is anything to go by, it’s nothing to do with the actual game. What a waste of Eddie Betts, too.
What is the purpose?What do you want me to do or think Coles?This marketing department sure knows how to squander a budget.
Came here to find out what the Bombers lady is saying. Glad I’m not the only one confused by this! Sounds to me like she says “Yeah Tiger” which makes no sense at all. If anyone can help it might make watching this ad at every commercial break of every game a little more bearable