NRL turns to real-life supporters to kick off new season

The NRL has launched its latest campaign to kick off the premiership season with TV ads featuring real-life supporters and players talking about their connection to the game.

The Voices of the Game campaign, created by MJW Advertising, aims to show the diversity of rugby league’s appeal featuring fans from all walks of life including a rodeo clown, a sculptor, a farmer, a businessman and Australian Paralympian Kurt Fearnley.

Paul Kind, NRL director of marketing and commercial, said it made the decision not to use a song as this season’s anthem in its advertising as it has done previously. Singers Tina Turner, Tom Jones and the Hoodoo Gurus have all previously sang in the game’s ad campaigns.

Kind said: “Rather than choose a song to be the game’s anthem, we have gone to the actual voices of the game and I think it’s the right message for rugby league at this time.”

“Every person in the campaign has a strong feeling about rugby league and they represent millions of Australians from all walks of life.”

The ads will be adapted for showcase matches and themed rounds including the State of Origin, the Anzac Day clash between the Roosters and Dragons, Heritage Round, Glory Bound Round and Women In League.

The campaign includes press, online, outdoor and radio.


Client – NRL

Ad agency – MJW Advertising


  1. Warren Atkinson
    1 Mar 10
    7:43 pm

  2. It’s woosy … lacks balls … if u will excuse the pun.


  3. bill
    1 Mar 10
    8:53 pm

  4. flippity wack – footy’s back!!

  5. Jack McCracken
    1 Mar 10
    9:07 pm

  6. Let’s hope they’re better behaved then the stars of last year’s ad.

    From Four Corners…

    SARAH FERGUSON: 48 hours after its release, the star of the campaign, Brett Stewart, was embroiled in scandal, drunk at the Manly season launch, facing charges of sexual indecency.
    SARAH FERGUSON: After we approached him last week, the other face of the NRL’s recruitment drive Matthew Johns made a pre emptive apology on national television.

  7. anothermous
    3 Mar 10
    9:08 am

  8. If you actually read the article Jack McCracken, it would appear that ‘stars’ have been dropped in favour of fans…. so your point and helpful links to the abc ‘s relentless shitcanning of the game are a little useless, No ad is ever going to overcome your dislike of Rugby League.