AFL’s ‘honest’ campaign wins Mumbrella’s Ad of the Month for March

Mumbrella has revealed the winner of the March edition of Ad of the Month, with the industry choosing between VicHealth, AFL, NRMA, Metamucil and Australian Red Cross.

Winning Ad of the Month for March is AFL’s ‘Don’t Believe in Never’ campaign, created by Clemeber BBDO Melbourne.

33.9% of respondents voted for the AFL campaign with voters calling the ad “honest”, “genius”, “heartwarming” and “topical”.

“Genuinely powerful story telling – something that everyone in this industry talks about, but very few actually achieve,” one voter said.

“The AFL ad addresses so many important societal issues in a heartfelt community inclusive way. It’s genius,” said another.

“In a moment in time when diversity and equality are hot topics, it’s nice to show this tackled (pardon the pun) through sport and doesn’t paint the male in a negative light to make its point, in fact the opposite,” another Mumbrella reader added.

“It’s breaking down many barriers- gender, race, religion. Fantastic,” a commenter concluded.

Simon Lamplough, managing director at Clemenger BBDO Melbourne, told Mumbrella: “It’s great to hear that ‘Don’t believe in Never’ has won the Mumbrella vote and we’ve been delighted with the reaction to the campaign since its launch.

“It seems to be hitting the right notes with fans, non-fans, the AFL clubs and key media partners. The content series has driven some very pleasing campaign performance numbers, and just last week we got to turn our Richmond film into a TV program that aired on Channel 7.

“With lots more content still to come and a participation program for new audiences launching soon, we think that in partnership with the AFL team we’ve created a platform with significant commercial value.”

The other March contenders included:




Australian Red Cross


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