Coles releases AFL campaign for upcoming finals series via DDB Sydney

Coles has released a campaign for the upcoming 2021 Toyota AFL Finals Series, ‘The Best Value Game On Earth’.

The spot features AFL stars Eddie Betts and Anthony McDonald-Tipungwuti, who are also Coles ambassadors.

The 30-second spot features moments that show “why Australians love AFL so much”. It includes shot of the stadium and crowd, as well as a cameo from cricketer Mark Taylor.

AFL executive general manager of customer and commercial Kylie Rogers said: “This year’s home and away season has provided Australians all around the country excitement and connection. We are pleased to be able to work with Coles to launch the new campaign highlighting exactly what it is that makes our game unique.”

Coles chief marketing officer, Lisa Ronson, commented: “We are so excited about the finals series at Coles and we are proud to have our inspirational ambassadors helping us celebrate the game with the fans. We are passionate about helping Australians lead healthier and happier lives and this ad supports our position as a proud sponsor of the AFL and AFLW – we love what the game delivers to our customers.”

DDB Australia’s managing director of strategy and innovation ,Leif Stromnes, added: “This work is a celebration of the AFL – the players, the teams, the fans, the passion, and Coles’ support of the game that brings us together with such great value. It was brilliant working with Coles and the AFL to stir up excitement for finals season.”

Electronic music duo Electric Fields provided the soundtrack with a cover of Donna Summer’s ‘I Feel Love’.

The campaign will run on the Seven Network throughout the finals period.

Coles and the AFL announced a five-year partnership back in 2020.

DDB Australia released a campaign for Coles last month which highlighted Coles’ commitment to sustainability.


Campaign: The Best Value Game On Earth
Client: Coles
Chief Marketing Officer – Lisa Ronson
Head of Brand & Content – Bianca Mundy
Head of Events & Sponsorships – Carmel Horvath
Marketing Manager – John Blaskett
Agency: DDB Sydney
Managing Director of Strategy and Innovation – Leif Stromnes
Creative Partner – Noah Regan
Managing Partner – Pippa O’Regan
Business Director – Madeleine King
Head of Integrated Content – Renata Barbosa


AFL Executive General Manager of Customer and Commercial Kylie Rogers

AFL Publicist Georgia Ahern

Senior Producer – Sam Harris
Music: Electric Fields, I Feel Love
Music Supervision – Level Two Music
Publishing – Universal Music and WarnerChappell
Electric Fields appear courtesy of Sony Music Publishing


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