Timber oil firm kicks off ‘decking season’ with spots at MCG during AFL Grand Final
Timber coating company Cabot’s has used the end of the AFL season to kick off “decking season” with the TV commercial to air on big screens at the AFL Grand Final in Melbourne on Saturday.
The ads, created by HBT, have aired in the run up to this weekend’s showdown between Hawthorn and the West Coast Eagles with the brand saying it is taking a Super Bowl approach by making a “big brand statement” at the stadium itself.
The MCG crowd will hit 100,000, many of who are Cabot’s target audience – men.
“When Cabot’s told us they were thinking about placing a message in the Grand Final it made perfect sense,” HBT managing director David Hayes said. “The ‘decking season’ starts when the football seasons finishes and consumers – mostly men – tend to get off the couch and think about the garden, specifically the deck.”
The 30-second ad uses much of the same creative already in market but has been repurposed to depict the varnishing of the deck as a passage of play in an AFL game. Commentary is provided by Dennis Cometti and Matt Richardson.
“The key to it all was the opening graphic – ‘the footy season’s over. The decking season’s just beginning’,” Hayes said. “After that, the idea almost wrote itself.”
Credits:
Agency – HBT, David Hayes and Sheridan Devereux
Director: Mick Connelly (original version of commercial)
Editor: David Barrett/Famous by Tuesday
Audio: Stephen Renfree/Bang Bang Studios
