AFL celebrate the people behind the game in campaign from Cummins & Partners
The AFL has kicked off its 2015 marketing campaign ahead of the launch of the season in April with a spot created by Cummins & Partners which celebrates the people involved in the game from the players to the fans.
The ad aims to highlight that the game would not exist without its supporters by showcasing the variety of people who play and support it both on the field and at home.
AFL general manager of people, culture and community Dorothy Hisgrove said: “The AFL has made important decisions this year, listening and acting on issues the fans care about. This ad celebrates the fact that our game doesn’t exist without the passion and support of fans, and we celebrate them and their stories of passion.”
Jim Ingram, ECD at Cummins &P artners, said: “This campaign is for supporters of the game at all levels, those who make our game extraordinary. In fact, every person cast in this commercial is an AFL fan, with most of them recruited through club fan squads. Go Dons.”
Credits:
AFL
- Dorothy Hisgrove (Pies), General Manager – People, Customer & Community
- Julian Dunne (Blues), Head of Brand and Market Insights
- Matt Todd (Saints), Marketing Manager – Brand
Cummins&Partners, Agency
- Jim Ingram (Bombers) and Ben Couzens (Swannies), Executive Creative
- Frank Trobbanni (Hawks), Senior Art Director
- Michael Davey (Blues), Senior Copywriter
- Rod Mooseek (Blues), Group Account Director
- Andrew Stone (Dees), Account Director
- Adam Ferrier (Eagles, Dockers and Swans), Chief Strategy Officer
- Jess Thompson (Go Tiges!), Head of Broadcast Production
Finch, Production Company
- Alex Roberts (Swans), Director
- Corey Essey (Swans), Executive Producer
- Camilla Dehnert (Blues), Producer
- Tim Tregoning (Swans), DOP
- Risk Sound
- Dylan Stephens (Tiges), Sound Engineer
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The sort of ad a client makes on their own without an agency. Oh, hang on…
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That’s really, really bad. I love footy, but it doesn’t inspire me at all to want to attend a game or watch one on TV. It will be white noise for anyone who isn’t already besotted by Aussie Rules.
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And we have the worst Ad of the Year
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It’s a sad, sad situation, and it’s getting more and more absurd.
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The big question i have is how ferrier can support 3 teams! Take a position Adam.
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A great campaign for Aussie Rules? I’d like to see that.
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Watching this the first time, I thought it was a great ad that appealed to the fans and made them feel included. After reading @Kanga’s comment above, I tend to agree – were it not for my own fanaticism, this ad would not get me off the couch and through the turnstiles on match day. White noise indeed. Good call, Kanga.
Perhaps it won’t grow the support base, but it will spur dormant and inactive fans to action?
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This ad is indicative of the AFL’s approach. Arrogant. Of COURSE the fans make the game. That’s not an insight to anyone except the AFL.
To say: “Hey fans, you make the game” is OBVIOUS and horribly patronising to anyone who might be a fan.
Secondly – how is this ownable? How does it leverage the AFL’s key brand assets? It’s as generic a sports ad as you can get, except lacking in any sparkle.
And the execution is really dull.
Sorry, bad ad. Won’t get a single non-Fan to turn their head. Won’t get a single Fan to be more engaged.
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Sean is clearly out of the country.
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