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’.

Women's AFL

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.


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