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AFL features a new CEO to promote its Sunday Funday family games

The AFL has used an unexpected new CEO, a child, to front its latest ‘Don’t Believe in Never’ spot to promote its Sunday Funday family matches.

Created by Clemenger BBDO Melbourne, the 30 second spot opens with the child saying “I bet you never thought you would see a kid running the AFL, well it’s happened”.

The new CEO explains how children get in free for Sunday matches and the public ‘kick-to-kick’ on the ground following the games.

Clemenger Melbourne and AFL launched its new brand platform ‘Don’t Believe in Never’ campaign last month.

The launch campaign featured the women’s Bankstown Bullsharks team and Muslim woman Dema, Aliir Aliir, a Sudanese man born in a refugee camp and Richmond coach, Damien Hardwick.

The campaign went on to win Mumbrella’s March Ad of the Month.

Clemenger BBDO Melbourne won the AFL account from incumbent agency Cummins&Partners in February.

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