BMW Australia launches patriotic first Wallabies sponsorship campaign in build up to World Cup

BMW has launched a patriotic new campaign as part of its sponsorship of the Wallabies as the team builds up towards the Rugby World Cup which kicks off in September.

The centrepiece of the Driving Force campaign, created by Ogilvy Melbourne, is a one minute TVC which shows a car travelling on deserted English roads with the strains of Waltzing Matilda rising in the background, before the car pulls up outside Twickenham stadium in London with the tagline ‘The Road to Twickenham should not be driven alone’.

It is the first campaign since the carmaker became official sponsors earlier this year, and will be supported by out of home and digital executions using Wallabies players.

Ogilvy& Mather Melbourne general manager Michael McEwan said: “We hope the pairing of stunning visuals with the enthusiastic sounds of Australian supporters creates an emotive and patriotic response, aimed at drawing in fans of the Wallabies and sport enthusiasts alike. 

 “We wanted to pull on the heart strings and encourage all Australians to get behind the Wallabies as they head to the world rugby stage, supported byBMW. The use of international footage with local audio also reinforces the global perspective on this important sporting event.”

The footage was supplied to the agency by BMW UK.

Australian Rugby Union CEO Bill Pulver said: “BMW and the Wallabies are the ultimate partners, both are iconic global brands built on passion and performance on and off the field.  BMW’s commercial is a fantastic campaign that highlights the global reputation of both brands, as well as the long journey of the Qantas Wallabies to the Rugby World Cup Final at Twickenham.

 “The ARU is very excited to be involved with this campaign and we know it will be effective in resonating with Wallabies fans and BMW customers.”

Stuart Jaffray, general manager of marketing at BMW Group Australia said: “With a commitment to world-class performance and a determination to be the best, the Wallabies and BMW make for a formidable partnership. And just like the Ultimate Driving Machine, a balance of power, agility and teamwork will ensure the Wallabies are a force to be reckoned with when they hit the world stage later this year.

“We are excited by the stunning campaign which reinforces the journey we have committed to sharing with our great Wallabies, and how we will travel the long road to Twickenham together.”

The campaign has started running alongside the Rugby Championship broadcasts and will continue to air during the World Cup.

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