Bouncing football causes havoc at AFL in new QBE sponsorship campaign

A bouncing football causing unpredictable accidents at the AFL is the focus of QBE Insurance’s new work to promote its ongoing sponsorship of the Sydney Swans.

Created by The Core Agency, the new ad shows an AFL ball bouncing off the field into an umpire, a pile of drinks, and a man’s head before it is stopped in front of a car window by a QBE Insurance staff member.

The ad, which runs to 90s song, House of Pain’s ‘Jump Around’, follows on from other animated QBE campaigns which have emerged since appointing The Core Agency to the account in 2014.

QBE’s ‘Cruel Bounce’ ad is part of a wider campaign which also features the insurance company’s sponsorship of the NSW Swifts netball and Perth Glory A-League Football teams.

Christian Finucane, founder and creative partner at The Core Agency said the campaign aims to show how QBE can help customers when life gets unpredictable.

“QBE has been a committed sponsor to many Australian sports teams for decades. Our new campaign leverages these long-standing partnerships, while reminding people of the unpredictability of life and the need to have protection for life’s unexpected events.”

“This latest campaign continues to drive QBE brand awareness in the highly competitive direct insurance category,” added Bettina Pidcock, QBE’s executive general manager, marketing.

“It goes a long way to better integrate our advertising, sponsorship and digital activity.”

The campaign launched over the weekend at the Swans’ first AFL match, and will rollout more widely from April.

  • Client: QBE Insurance
  • Executive General Manager, Marketing: Bettina Pidcock
  • Senior Marketing Manager, Consumer: Gabby Tyler
  • Team Leader B2C: Rob Jones
  • Creative Agency: The Core Agency
  • Creative Partners and Founders: Christian Finucane & Jon Skinner
  • Senior Art Director: Simone Parravicini
  • Senior Copywriter: Dave Glen
  • Production Director: Deepali Dabral
  • Strategy Director: Simon Rich
  • Account Director: Rebecca Scott
  • Account Manager: Joseph Rosslind
  • Production Company: Mighty Nice
  • Directors: Darren Price & Alex Grigg
  • Senior Producer: Tina Braham
  • Sound Production: Smith and Western

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