AFL’s Bailey Smith and NRL’s Jerome Luai star in new BINGE campaign
AFL and NRL fan favourites, Bailey Smith and Jerome Luai, are starring in the latest ad campaign from BINGE, celebrating the recently-announced addition of sport and live news channels to the streaming service.
Developed by BALBOA, Foxtel’s revamped in-house agency, the campaign – ‘It All Happens Here’ – aims to showcase that BINGE subscribers really can watch anything on the platform for no additional cost.
Smith and Luai can be seen representing their teams with custom embroidered dressing gowns, playfully joking about how ‘they’ve always loved BINGE, but BINGE hasn’t always loved them”, nodding to the service’s inclusion of sport.
“BINGE is entering its sports era and we’re excited to entertain the nation with the best shows, movies, sport, news, lifestyle, live channels and much more – it all happens here. Integrating sports talent into our paid media campaign was a no brainer to reach new audiences with an expanded content offering and reiterate that BINGE has something for everyone,” said Fiona King, marketing director at BINGE.
“Bailey and Jarome nailed their debut BINGE performances in ads that we think will resonate and help cut through the noise.”
BALBOA’s executive creative director, Guy Sawrey-Cookson, added: “The brief was simple: Introduce sport on BINGE – but the challenge was not over-complicating the creative. Great talent was the solution.
“Bailey and Jarome are instantly recognisable – even if you’re not a sports fanatic you know who they are – and the perfect jumping off point to promote the variety of content available on BINGE while staying true to the brand’s personality.”
Announced at its Upfront last month, BINGE will launch its sports offering with the back-to-back AFLW Grand Final and WBBL Grand Final on 30 November and 1 December, followed by Men’s Big Bash League and Super Netball across the summer, and the NRL and AFL leagues on Thursdays, Fridays and Sundays during the regular season.
The streaming service is also adding live feeds of Sky News, Sky News UK, CNBC, and Fox Sports News to its existing lineup of channels, as well as a 24/7 dedicated Lifestyle channel. In addition, it also recently added live music channels including MTV Hits, Club MTV, MTV 80’s, CMT, and Nick Music.
The new creative will be integrated into BINGE’s current multi-channel media campaign.
Credits:
Marketing: BINGE
Creative and production: BALBOA
Media: Mindshare, Foxtel Group
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
AFL
Bailey Smith
BALBOA
Binge
Campaign
creative
Fiona King
Guy Sawrey-Cookson
Jerome Luai
NRL
sport
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