Inaugural Women’s AFL campaign launches with 1994 tagline ‘I’d like to see that’
The NAB AFL Women’s competition has launched its first ever campaign, replicating the AFL’s well-known 1994 ad strap ‘I’d like to see that’.
The spot features Australian women such as Lee Lin Chin, Cathy Freeman, Michelle Payne and Turia Pitt, posing rhetorical questions about the female AFL stars’ skills, followed with the statement, ‘I’d like to see that’.
The latest ad is a spin off from the 1994 campaign for men’s AFL, created by Warren Brown and Campaign Palace, which saw some of the world’s best athletes asking rhetorical questions about the capabilities of male players, with the tagline, ‘I’d like to see that’.
The ad is the first for the women’s competition, which will launch this year.
In the latest work, the black and white clips of women are shown against footage of the women’s AFL, with Moana Hope, Collingwood forward, ending the ad with the statement, “Women making a name for themselves in Aussie Rules Football? We’ll show you that.”
The new ad:
The 1994 ad:
The campaign was developed by female creatives, including Bec Brideson, consultant on female economy and creative director, Jane Caro as writer, Tisha Lazaro as art director, Kylie Robertson as innovation lead, Nik Round, broadcast producer, and director Celeste Geer.
Jemma Wong, AFL campaign lead and marketing manager, said the new work aimed to harness the historic launch of the women’s AFL with a strong female voice.
“Our strategy was to lead with content first. We had ambitions to create something that was bold, empowering and inclusive that would encourage our footy fans to see the game through a different lens as well as rally a generation of young girls,” Wong said.
“It was equally important to create a campaign that was part of our DNA, and drew on the history and legacy of the game. We’re thrilled to have the support of the people who feature in the ad, the creative leads Bec Brideson, Jane Caro and Tisha Lazaro, as well as the endorsement from the original creative Warren Brown.”
Gillon McLachlan, chief executive of the AFL hopes the campaign will reflect the hope and excitement of the first ever women’s AFL competition.
“The campaign reflects the change and revolution in our game, and I thank the women and men who participated in the ad. It is a very strong and powerful statement of what is at stake for our new league and for women’s sport,” McLachlan said.
The NAB AFL Women’s competition will commence on February 3.
topics
AFL
Bec Brideson
Cathy Freeman
Lee Lin Chin
Michelle Payne
NAB
NAB Women's AFL competition
Turia Pitt
Warren Brown
women’s AFL
Really like this approach of bringing back an iconic AFL campaign for (what will surely be) an iconic moment / season for the sport itself. My only criticism is the overt double entendre of “kicking balls” – does this campaign really need to go there? I thought the introduction of the womens league was going to help evolve those men v women attitudes, not reinforce them. Slightly disappointed about that line in this ad. The rest is excellent, especially the participation of some of Australia’s leading females and the inclusion of Nathan Jones and his daughter – that’s a great message.
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Nice work. Really sets the sport up as equally a quality event as the male equivalent. I might have to learn a bit about football now.
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Oh. Is the new ad appearing for anyone else?
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Fantastic!
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Nathan Jones and his daughter nails it for me – how great will it be for women to be able to wear the number of their father as the AFLW progresses, and vice versa. Can’t wait for the first father/daughter and mother/son picks.
Bring it on!
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I agree Ben! The sentiment encapsulates the evolution of the AFL and certainly paves the way forward for the new generation of players.
Excellent work Bec Brideson!
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I figured it out. It’s just not showing for Firefox.
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The Lee Lin Chin line is perfection. Great work team. #proud
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It is a shit ad and is lazy.
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Great work Jemma, congratulations.
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So is your username.
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I too agree that it’s quiet a lazy ad by re-making an old classic. Paying homage and drawing on historical strengths of the AFL brand, yes. Bold, or daring – it is not, as it’s completely latched itself entirely onto another pre-existing identity and added it’s own ‘small twist’. Wish to see something more original, distinct, different and highly creative from the marketing lead in the future.
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