BMF Sydney poses ‘what is beautiful?’ question in promotional drive for A-League

BMF Sydney has created a TV push for the 2014/15 A-League by promoting Australian football as “something truly unique” which the country is “bloody proud of”.

The 60-second execution promotes the forthcoming season which kicks off on Friday. Live coverage is on SBS One – having been switched from SBS Two – and Foxtel.

The campaign questions what constitutes the beautiful game, with passion, bad tackles and controversy featuring in the ad in addition to traditional moments of skill.

BMF executive creative director Cam Blackley said: “We’re challenging those who compare the A-League to Serie A, La Liga or the EPL. A-League is a uniquely Australian brand of the beautiful game. It’s quick, raw, physical and loaded with skill that impresses the big names that come to play in it. It’s our beautiful game and we’re bloody proud of it.”

Football Federation Australia chief executive David Gallop said it wants to challenge football fans’ definition of the beautiful game.

“Sure, the A-League has the goals, the skills and the moments that leave you wondering ‘how the hell did they do that?’ But it’s about much more than that,” he said. “It’s about the unorthodox, the unpredictable and the unrivalled levels of passion from our fans.

“The team at BMF clearly understood the nuances of our business and our game – leading to a TVC that we’re extremely proud of.” 

The opening game on Friday, which sees Melbourne Victory take on Western Sydney Wanderers, will be screened live on SBS whose directors will closely monitor the TV audience after switching coverage from its secondary channel to SBS One.

SBS director of sport Ken Shipp warned that the network could become a “victim of its own success” if it can generate large audiences and pull in solid advertising revenue.

He predicted that free-to-air networks will be circling when the next round of negotiations begin for the A-League should the 2014/15 season prove to be a success for SBS.


Head of Corporate Affairs and Communications: Kyle Patterson

General Manager Marketing and Fan Engagement: Rob Squillacioti

Marketing Executive: Matthew Phelan

Executive Creative Director: Cam Blackley

Senior Copywriter: Jim Curtis

Senior Art Director: Ryan Fitzgerald

Group Account Director: Anthony Moore

Account Director: Will Woods

Planning Director: David Hartmann

Agency Producer: Esta Lau

Director: Ash Bolland

Production Company: Curious Films

Producer: Tara Riddell

Executive Producer: Peter Grasse

Editor: Alexandre de Franceschi

Post Production: The Editors

Music: Rafael May


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.