Google shows how AFL can reconnect a family in latest spot via 72&Sunny
Google has consulted with Dementia Australia to produce a campaign film in partnership with 72&Sunny.
The film, which tells the story of a granddaughter reconnecting with her nan through their shared love of AFLW with the help of Google, is part of Google’s ongoing partnership with the AFL and AWLW.
In the 60-second TVC, the granddaughter asks Google if ‘old memories help with Alzheimer’s’. She searches through her nan’s things, finding her nan’s old AFL gear, and her mother reminds her of a formative memory when her nan taught her how to kick a ball. The film follows the granddaughter as she plans to take her nan to the AFLW to watch Geelong play, using Google to research the outing and purchase fan gear for the game. The film ends with the pair happily attending the game, finishing with the lines ‘Helping you help them’, ‘Search on’.
Both the 60-second and 30-second iterations of the film will be seen throughout the AFLW finals, AFL season and AFL Grand Final, both on TV and in-stadium.
“Dementia is one of the biggest health and social challenges facing Australia and the world. It is estimated that there are up to 487,500 Australians living with dementia in 2022 and around 1.6 million people involved in their care. Films like this are so important in raising awareness and increasing understanding about dementia and the impact of dementia in our communities:” said Maree McCabe AM, CEO, Dementia Australia.
The film is shot by Finch’s Kyra Bartley and also showcases 18 year old local singer, Amy Jordan, singing Ben E King’s classic ‘Stand By Me’.
“Google’s products are seamlessly integrated into our lives. And they can empower people with the tools to create positive change. ” said 72&Sunny’s ECD Luke Martin. “It’s a privilege to partner with Google and the AFL again to produce a spot that not only celebrates the game, but shows how Google genuinely helps us help others. In early viewings, people had no idea that memories could be used in this way, and if the film helps just a few people find new ways to reconnect with their loved ones, it’ll be wonderful.”
“Community and connection are more important to Australians than ever. With this year’s spot we wanted to share how our products like Search and Maps can help people in their daily lives, including when times are difficult. We’re grateful for our longstanding partnership with the AFL and 72andSunny which allows us to tell emotive stories like this, and the much loved ‘Father Daughter’ spot from last year,” said Zoe Hayes, head of marketing, consumer apps and platforms, Google Australia.
Noel Gate, group business director of PHD Media said: “We have had a successful and long-running partnership with the AFL & AFLW. It’s been incredible to see this build over the years with exciting integration and a creative approach that touches on experiences with dementia that many of us face. I’m proud of the courage and collaboration shown by Google and the cross agency village. We’re sure this year will be bigger and better than ever across both AFL & AFLW competitions.”
The film premiered last night in conjunction with the AFL men’s opening match and will be supported by other activations across the year, such as ‘Footy Skills Lab’, as part of Google’s partnership with the AFL.
Credits
Client: Google Australia
Creative: 72andSunny Sydney
Director: Kyra Bartley
Production: Finch
Sound Design: Otis Studios
Vocalist: Amy Jordan
Composer/arranger: Craig Wilson
Music Supervision & Rights Licensing: Charmed I’m Sure
Music Publisher: Sony Music Publishing
Media: PHD
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topics
72&Sunny
AFL
AFLW
Amy Jordan
Dementia Australia
Finch
Google
Kyra Bartley
Luke Martin
Maree McCabe
Noel Gate
Zoe Hayes
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