AFL uses ACDC anthem in ‘Australia’s game’ campaign
The AFL is using ACDC’s ‘It’s a long way to the top’ in a campaign that positions the sport as ‘Australia’s game’.
The campaign, created by GPY&R Melbourne, marks the start of the 2012 Toyota AFL Premiership Season. The AC/DC anthem will be played throughout the season at all AFL venues.
This is the second phase of the ‘Australia’s game’. The first part saw membership and attendance communications run for the Gold Coast Suns, Sydney Swans, Brisbane Lions and Greater West Sydney Giants. The campaigns also featured Aussie artists Hey Geronimo and Stevie Wright.
AFL boss Andrew Demetriou said: “The Australia’s Game campaign celebrates the AFL’s coming of age as an 18-team national competition with the arrival of the Greater Western Sydney Giants and aspires to reflect the diverse and inclusive nature of Australian Football.”
Poor Man’s version of the NRL “Our House” campaign!
User ID not verified.
Bogan ad for a bogan audience. Well done GPYR for placing this ad between the posts.
User ID not verified.
Ridiculous. It’s not Australia’s game. Nor is League, nor Union. And Football is too young for the moment. Cricket might be the only game that could possibly claim that moniker. A classic example of what the client would like their product to be, but isn’t. And telling non-believers that never changes their mind.
User ID not verified.
This is a fantastic ad. It truely captures the great (only) australian game.
User ID not verified.
I love the song. Great get.
But the training shots and coaches feels like they were shoehorned in. Show us the kids, the fans, the speccys and the stars. Too many people in the edit suite put their two cents in on this.
Can’t wait to see a Director’s cut. Bring it on.
User ID not verified.
What on earth is that mess? Someone should be very ashamed of that mess. Australia’s Game isn’t an idea, it is at best a strategy. Obviously no-one has mentioned you shouldn’t put your strategy in your ad!! Not to mention that it looks cheap and nasty and like it is from the 80’s…
Why Patt’s would PR this is beyond me, surely it is one that is better forgotten?
User ID not verified.
Long Way To The Top? More like A Long Way From ‘In A League Of Its Own’.
Don’t even know where to start. This so horrific.
User ID not verified.
This from the agency that produced the 150th campaign and In A League Of it’s Own? Really?
User ID not verified.
Like the idea behind this and the line, it’s good to stake a claim when no other football league in this country can go close to making a similar one. The execution could have been much better. This feels a bit like the offline edit.
User ID not verified.
1 point for a behind. Better than the Bon Jovi NRL ad
User ID not verified.
The aerial ping pong brigade have finally caught up with rugby league’s Tina Turner campaigns of the 1980s and early ’90s. In 2042 they might finally catch up with the NRL’s Bon Jovi campaign. No wonder they’re losing traction in NSW and Qld.
User ID not verified.
@circling sharks
of course it’s australia’s game – it started here and its the only country in the world that play it – how much more australian does it need to be !?
i like it, its not amazing when compared to In A League Of its Own – but then its hard to top that.
User ID not verified.
Clearly this is not the agency PRing this mess. Even Patts worst stuff is a million times better than this.
User ID not verified.
I thought it was good- I’m not an UK born Eastern Suburbs advertising wanker- I grew up on footy, and I thought it was great fun- The average Australian footy fan will love it- its encompassing – the Mum’s (the AFL has a VERY strong female membership base), the kids, the lanyard wearing members ticket holders, average country boys watching a match and all the states represented. The song is stirring and at least Acca Dacca are Australian….(and yes I know they are all “really” Scots…..) Sometimes too much anaysis and nit picking defeats the purpose of enjoying something that is just a bit of fun to watch
User ID not verified.
Richie, it’s certainly not Australia’s game in the sense they imply it (ie watched and loved by all Aussies). In spite of team representation in NSW and QLD, you’d have to live in those states (and I have in both) to really understand the level of general disdain for AFL. Much the same way Melburnians hate League even though the NRL has a team there. An ad like this is not a good ad. As I said before, it’s an ad made the way the client wishes the world was. And that is never, ever compelling for non-believers.
User ID not verified.
Hard to make the NRL ad look good but they succeeded. At least we know where the money went great tune
User ID not verified.
This is what happens when an agency pitches an idea to their client and the client turns around and says “great I think I will make it without you being involved at all”. No one wins.
User ID not verified.
The graphics on this are laughable.
Plus I thought the AFL are trying all they can to get it overseas? Have they given up on that fruitless plan?
User ID not verified.
More embarrassing than a Collingwood premiership.
User ID not verified.
This ad is really disappointing. Nothing really new. Terrible song choice.
User ID not verified.
You seem to have an insight here… Are you from the agency that came up with the idea but didn’t get the chance to participate in the execution?
Mumbrella – Are there any agency or production credits to go with this post?
User ID not verified.
Well I think it’s great song choice and YES it’s is definately Australia’s Game! Where else do they play Aussie Rules….born and bred Aussie game.
Also great to see some girls in the ad as well as my daughter plays state footy with girls and then plays in an all boys team on the weekends!
Perhaps the way it was put together needs a bit more retweeting but great choice of song
User ID not verified.
Looks like a bad hype reel.
User ID not verified.
@circling sharks
other sports may make the back covers of the papers in NSW and QLD but that doesn’t change the fact that this game is intrinsically connected this country and no other. statistically cricket might get more numbers – but in terms of unique cultural ownership, it’s ALF every time.
User ID not verified.
Good music choice, color of the footage looks strange and the graphics are a bit retail, look to channel sevens great promos for some excellent graphics.
User ID not verified.
While industry people may not like the ad, the reality is this ad speak to the AFL’s audience. Everyone connected with footy will see themselves in this ad. I congraulate the AFL for not making a “Big Dick” ad and creating something true to their fans. If the industry worried less about whether their ads are going to win awards and more on making sure a campaign is on brand and on message, that would be a positive step in the right direction.
User ID not verified.
“Priorities all wrong” rubbish, your mistreating the target Audience. Being a foot ball Nut, I look at the add and it does not ‘Inspire’ me knowing how much money they turn over I’d figure they could at least spending my money on something slick.
At least take those supers off!!
User ID not verified.
Not involved with the advertising industry but alot of the reviews i have just read sounds like g patts agency have had all there workers writing bad reviews boo hoo to them as i really like the commercial
User ID not verified.