‘This is Footy Country’: Telstra celebrates country football and their communities in joyful new campaign via The Monkeys
Building on over two decades of partnership with both NRL and AFL, Telstra has launched a new creative platform, ‘This is Footy Country’ via The Monkeys, part of Accenture Song.
The campaign aims to shine a light on Telstra’s commitment to regional Australia by celebrating and acknowledging country footy and the deep relationship between local footy clubs and their communities.
The integrated campaign leverages Telstra’s sponsorships with community initiatives across both codes and creative assets through broadcast and in-stadium signage, as well as in Telstra’s own retail environment.
The creative features a team that gets stranded before a game, and the club president quickly pulls together a crew of last-minute replacements. Through its distinct visuals, the campaign heroes the many players, supporters, fans and volunteers that all make such a valuable contribution to the club.
The campaign will run through the footy finals season until October 1, across TV, online and out of home, including billboards and Stadiums.
Says Brent Smart, chief marketing officer, Telstra: “Whether you’re an AFL or NRL fan, footy invokes a feeling in us and a sense of community and it’s in the country where this runs deepest. Telstra has a strong affinity with regional Australia and we’ve been working with the AFL and NRL for over two decades, so we decided to marry the two together with our new creative platform, This is Footy Country.”
Says Scott Nowell, group chief creative officer, The Monkeys: “The campaign aims to celebrate the deep bond that exists between country footy clubs across Australia and their communities. Country footy emphatically represents the very best aspects of these codes, so a chance to shine a spotlight on it – using so much local talent – has been a real joy.”
Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Creative Excellence: Anna Jackson
Head of Brand & Network Marketing: Alita McMenamin
Senior Brand Specialist: Jon Hollett
Principle Media Sponsorships, Awards & Experiential: Genelle Sharples
Senior Media Specialist: Robert Aoukar
Senior Sponsorship Specialist: Esther Chand
Senior Sponsorship Specialist: Dominique Barlow
Sponsorship Specialist: Lauren Plumridge
Creative Agency: The Monkeys, part of Accenture Song
The Monkeys Group CEO & Accenture Song ANZ President: Mark Green
Group Chief Creative Officer: Scott Nowell
Chief Creative Officers: Ant Keogh, Tara Ford
Head of Production/Producer: Penny Brown
Chief Client Officer: Belinda Drew
Business Strategy Director: Ben De Castella
Creative Director: Sam Dickson
Creative Director: Cameron Bell
Senior Art Director: Alex Polglase
Senior Copywriter: Jake Ausburn
Art Director: Emmalie Narathipakorn
Copywriter: Seamus McAlary
Design Lead, ANZ Accenture Song: Fabio Buresti
Chief Strategy Officer: Hugh Munro
Group Business Director: Amanda Porritt
Senior Business Director: Samar Karim
Business Manager: Kevin Diep
Print Producer: Candy Carter
Production Company: Exit Films
Director: Mark Molloy
Executive Producer: Leah Churchill Brown
Executive Producer: Declan Cahill
Producer: Mark Foster
Head of Production: Jacquie Riley
Casting: Citizen Jane
Post Production: The Editors
Post EP: Nicoletta Rousianos
Post Producer: Adrian Konarski
Editor: Jack Hutchings
Editor: Grace O’Connell
Colourist: Ben Eagleton
Online: Eugene Richards
Online: Stuart Cadzow
Online: Heather Galvin
Photographer: Cory White
Audio Production: Massive Music
Music supervision: Level Two Music
Track: “Sandstorm” by Whisky Shivers
Publishing: Universal Music Publishing Group
Media Agency: OMD
Business Director: Ally Chin
Account Director: Hannah Robertson
Senior Sport Partnership Manager: Matt Clear
120 Comments
This is FUN. Great job Monkeys.
Love it. Well done.
Kicking goals, nice one Monkeys!
It’s not going to break any records for attribution, but doesn’t mean I don’t like it.
Brilliant!
Love the use of both ‘arse’ and ‘yonks’. Well done on getting those up!
THIS IS SO GOOD! Footy for yonks is just dandy 🙂
Great job, folks.
Love it. Well done to all involved.
Epic
fantastic work team, very jealous
Beautiful craft and epic spot. Jealous! Well done to everyone involved.
That’s the version of Sandstorm I never knew I wanted to hear
But I love these ads.
Okay, so this is like three spots in a row I’ve loved from the Monkeys… whilst simultaneously feeling no small degree of bitter jealousy over the sort of budgets and creative licence they get to play with.
It’s almost like, ‘Here’s a shit-tonne of cash, guys. Go make a funny/emotive short film about Straya. Whatever you like! Oh, and by the way, don’t even worry about adhering to 30-sec or 15-sec formats. As for 9:16? Pffft… who gives a damn!”
So much fun. Seriously, who do I have to kill to get a job there? (That wasn’t even slightly rhetorical, by the way. Happy to murder someone to free up a place, just let me know. And yes, the method of death will be super-creative, if that helps seal the deal.)
some good ole fun comedy!
Love everything about it. Onya, Monks!
This has Ant Keogh written all over it. Makes me happy to see ads like this being made again.
I liked the storytelling and it was a lot of fun, but will anyone realise this is a Telstra ad?
Bit jelly.
GET UP EM banner solid gold! Love this. Good one team!
So good. So jealous.
For those below average agencies doing below average work whinging that many comments on CB are so negative, the solution is simple. And you don’t need a big budget like this to do a great ad.
Haha, felt the exact same way. Hope the young creatives at the Monkeys know how lucky they are to work with Ant.
P.S. DM me on the darkweb, I have a spicy proposition you might be interested in.
These are great. And how good’s the word “yonks”?!
LOVE IT. The Monkeys are on a roll.
You beauty! Love it.
Love this. Pure charm. No notes.
Anyone else pick up on Darude Sandstorm on Banjo?
Love the ad
This is stirring stuff. Well done to all involved and especially Telstra for having fun with it. “Backing footy for yonks” is bloody lovely.
true but for me it’s brent smart envy. Big budgets are nothing with out being brave enough to do something interesting.
shabby job on the music, you can hear how sampled the instruments are.
Kicked a goal with this one.
From start to finish. Smashed it. The casting was perfection.
This is bloody epic. Well done Monkeys!
Hard not to enjoy this one. Solid all round, well done!
They’re running on to an oval for a rectangle field sport.
If only they’d given the NRL version a bit more planning – fans will easily tell it’s an AFL adapt.
Can tell it was made in Melbourne.
I made this and I love it!
*Monkeys MELBOURNE are on a roll
Shaolin Soccer
Too good. In every department. I’ve watched it over and over. Congrats.
Was thinking the exact same thing. Great spot but Queenslanders and New South Welshmen are gonna call immediate bullshit on that one. Doesn’t even have the markings on the field.
What’s with The Monkeys Sydney and loooong ads? No offence, but I get bored.
Learn from the Melbourne office. They do punchy 30’s really well.
Sandstorm was an interesting choice, given how epic the ALDI Christmas and was.
Entertaining and beautifully produced, although I have absolutely zero idea
what the connection between Telstra and country footy is.
Hopefully, that will become clearer in the sequel.
Just one little suggestion.
When a country town travels to another town to play footy, the bus is always
full of netballers as well – because country sport has never just been about
the boys.
The Waubra bus featured would’ve carried many a footballer and netballer
to Lexton, Landsborough, Natte Bealiba in the days it was roadworthy!
Maybe Telstra could sponsor country netball as well – because it could sure
do with some help.
“although I have absolutely zero idea what the connection between Telstra and country footy is.”
info here : https://www.telstra.com.au/exchange/how-were-backing-country-footy
Genius writing from The Monkeys Melbourne and the CCO’s, just brilliant!
This had nothing to do with Melbourne…
Can’t argue with that. Beautifully done!
Sticks and stones may break my bones but there will always be something to offend a feminist.
Not a crazy feminist – just a bloke who used to travel by bus to play country footy while the girls played netball.
That’s just what happens in country towns. That’s why you always see the netball and tennis courts next to the
footy and cricket changing rooms. Footy in winter and cricket in summer for the boys. Netball in winter and
tennis in summer for the girls.It’s been like that for yonks.
@Yeah Nah;
It’s not a documentary.
Do you even work in advertising?
I believe this is Sydney work
Love it.
My god. Get to the point…..
Two CCO’s from different offices?
Love this
I wondered what my partner was laughing at during the ad break last night – it was the use of Sandstorm in this ad. Bloody ripper, Monkeys!
Super fun (let alone for bloody telstra)
Love this. Also loving how we’re seeing more ads that aren’t afraid to be Australian, or ‘bogan’ as bogans-in-denial call it.
I saw this on the telly last night and thought it was funny and engaging as hell. Casting, treatment and writing were spot on.
So good. And the casting is amazing. Especially Mick.
And it all starts with a CMO who gets it. Take note, client people!
lets not forget the troops who made it happen though, well done Monkeys
Just saw this during The Block with a couch full of non-advertising people.
Laughter.
“That was a great ad”.
Indeed. Kudos to all and sundry.
Absolutely nothing. 10/10.
The casting was the best thing. Diverse but not forced. Held a mirror up to regional Australia. Amazing.
It broke the rules. Graffiti, kid jump starting a car, pi$$ head having free reign on the tap, a religious bloke with two religions and a protagonist that is sponsored by Winfield. I love how this isn’t the safe BS we are accustomed to.
Art department, grade and treatment made me feel like I know this town.
What does a footy team have to do with a phone company? Who knows. But who cares.
I hope this helps reset Australian advertising.
All style no substance. Seriously all of you are smokin something. It’s 2 mins of a story with no payoff.
Well made though
Same as a famous Stephen chow movie with the same exact premise
Given Optus teal runs still through my veins this is tough but… hats off Brent and Telstra for a stellar piece of creative that talks to the audience and creates engagement. Brave, strong and I am well jealous. Effing love it
Thank you to the couple of people who mentioned me above but I want to point out I got involved at the last minute and the credit goes to the rest of the monkeys creative team, the client, and Mark Molloy and his team. I’d actually assumed I wasn’t even on the credits.
But now I’ve distanced myself, I get to say, I love this ad!
Sam & Cam growing into a couple of absolute creative legends. Well done this is work that really shines. An instant classic.
Wish it was on my reel.
Err, you know four other creatives worked on this right?
Fine, I’ll do it. Onya Alex, Jake, Emmalie and Seamus.
Love this so much.
“All style no substance. Seriously all of you are smokin something. It’s 2 mins of a story with no payoff.”
The payoff is at the end of the ad. Watching them get slaughtered.
Howeever, you dont need a payoff anyway. Its jsut pure entertainment.
It’s close to perfect.
If this were a blog for a short movie festival then yes it’s great. But it’s so tenuously connected to Telstra. How does this change behaviour. You talk about a brave client. That wonderful but if you have no idea who the product is for there’s not even the benefit of salience.
You folks need to spend sometime outside your echo chamber
What a pleasure to watch. And the edit is off the charts. Love.
Nice ad. Who shot it?
Jeremy Rouse shot it.
The casting is so bloody great. The banjo sandstorm backing track is chefs kiss to a a wholly great ad. Monkeys have done it again!
Agree. The casting is perfect and feels like a genuine representation of Australia and not an attempt at a political statement.
Love it! Such great work from script to screen.
I love the OOH , the print work feels really authentic and legit! And so refreshing to see no matching luggage stills! It’s like the old days! Great campaign , great stand alone pictures! Makes me want to kick some leather around.
I am always hoping to see some Australian work I can praise rather than pan. This brilliant through from concept to finished execution.
Just drove under the punt road bridge and it made me smile seeing that big honest photograph in full bleed! This is the type of stuff that stirs creative teams to make great photography . Hear hear Monkeys. I hope we see less lazy matching luggage briefs in the future and more still campaigns like this one. And yes , sadly I am a jealous photographer. The television looks pretty great too but I think it’s a bit long.
This is bloody spectacular.
My god the amount of money spent on this to run for… ONE MONTH.
Crazy.
Is there anything that Cam and Sam can’t do? Massive pat on the back to Alex & Jake too. She’s a bloody beauty.
Do I spot the elusive Bronson!?
It’s a great piece of fun, however the story makes little sense. Why wouldn’t the teacher and the copper simply pick up the actual team who were on route to their final? Yes, we get some hijinks. However, the whole premise quickly becomes a little silly, when you think about it.
I bet you’re a fun person at parties.
What a cracker! Well done to all involved!
Alex & Jake have done it again! Gold dust.
That is a good ad
Boomer of a billboard on punt rd. Who made the still campaign? The premiership tattoo on the ankle is a nice touch . Will these be shown in a bush setting? That’s a cool idea.
stale cheese on dry toast for me
Jealous of this.
I can’t believe there’s people on here commenting on the fact there’s too much money spent on it. Are you mad? We should be backing more production money coming into the industry. Higher budgets doesn’t guarantee you great work, but it bloody helps give a cracker of an idea the craft it deserves.
If the craft is shit, people complain about it on here knowing full well the industry is getting budgets torn out of it for year. If the craft is great, there’s too much budget.
Love this, well done to everyone that was involved.
Saw the 2 min version at halftime yesterday and it made me laugh again. Great film and well put together. The Telstra outtake? Basically non-existent. My non ad-land wife thought it was a straight AFL spot.
Saw the 15″ during the AFL last night, it made absolutely zero sense.
Beautiful bit of film for the few people lucky enough to see it outside of advertising blogs but Monkey’s really need to give more thought to short form storytelling which will be seen by the vast majority.
The baffling 15″ narrative was made even more obvious by the short, punchy and totally comprehensible Uber Ride Scheduling spot that followed it.
And no, I don’t work at Special.
Great film craft, terrible advertising. That’s a win from me
Celebrate the budget given to make this spot. Celebrate the client not trying to control the outcome. Celebrate the independent still campaign in OOH. Celebrate the creatives making this work. Stop hating it because the rest of the industry are stuck with clients directing from the video village and writing their own stills brief because some douche in account service lacks the ability to keep a client in their lane. This is good almost great work , and if we all ba knit maybe other clients will start respecting the craft too.
I don’t see anyone “hating it”… The hell are you on about?
Another fantastic ad.
The Monkeys have proven themselves time and time again delivering beautifully crafted big ideas, across a range of clients and platforms.
Let’s celebrate that.
Anyone here would kill to have this in their book.
Bold for a client that could easily play it safe with that brand, suchhhhh funny and well-crafted work. Wish I was a part of it. Bravo!
Nailed it! What a cracker. Brilliant Ad. This is country footy. Grew up in a small town and Sunday lunch was spent rounding up players to take the field. 1st stop local pub. Well done Monkeys.
How good is Ant! So humble and always handballing the credit. If he did get involved at the last minute, his thoughts would have elevated the work as always.
I can’t believe the comments here.
Is it really that good? If it is, our industry is in a dire state. Honestly. The first thing I thought of was how cliche and insulting to show people from the country as as a bunch of toothless bumpkins. Am I really the only one to notice? And the story? Hardly entertaining. Not that interesting either.
Enough said.
Glorious. Love love love. So fucking good. Take a bow, Monkeys. (Can monkeys bow? Dunno).
Have seen this a million times over the weekend, enjoyed it! Had no idea it was for telstra but fun to watch anyhow.
I came on here to find this. I keep seeing it. Its gross!
What a gross portrayal on country people of Australia…. A caricature of what sydney siders think rural people are different. Because country people are thick right? Brands take note. Unless your clients live in the eastern suburbs this is what these ad people think. WOW
I’m an ex Sydney city folk, now a country girl. I love the ad. TV doesn’t have to always be the skinny model and muscly bloke… it’s an ad that shows anyone can be anything and still throw their hand up! Everyone is and was equal in this ad. When MR handsome footballer with the perfect teeth about to put his mouth guard in, meets MR toothless… priceless.. the unexpected team probably won because they had nothing to lose.
It’s a great Aussie ad and us country folk can laugh… excuse we are the people that the city isn’t ❤️🙏❤️
Why didn’t she just go and pick up the stranded team in her back up bus, with its police escort?
Love it, apart from the fact I get annoyed every time I see it.
Why didn’t she just grab the second bus and pick the real team up, she would have had to drive right past them???????
I’m going to go out on a limb and say you are a city slicker?
I’m a country kid and while you are right, this isn’t really what country people look like, what you have failed to see is that country people have a good sense of self-deprecating humour. Don’t pretend you know us by being offended for us.
Before it became overplayed while watching the NRL I quite enjoyed the ad, especially the use of the Sandstorm cover… But I just can’t get past the weird logic that she wastes time picking up the randoms when it would have been quicker to just pick up the actual team on her way through to the away game.
Am I missing something or just being too nitpicky? The team should have been sick or something
Where was the ad filmed please?
Reminds me of this Carlsberg ad from the UK: https://youtu.be/_iU9G9JApFU?si=kgXDdRM2hRODqEZz
Could we have more info about the credits? Not enough info about who made this TVC.
This advertisement is pure joy. Captures country football at its best. This combined with the perfect music makes it an absolute winning combination. Love it. Thanks to all the creative heads that put this together.
Who won the final game…love the ad…need the final score
I saw a glimpse of an extended version of the ad… I want to see the whole kit-kaboodle! By far the best tv I’ve seen ever… even if it is just an ad. 🙏