Jeep partners with Richmond Football in hour-long documentary to screen on Channel 7

Jeep Australia has partnered with the AFL’s Richmond Football Club in a branded documentary to be aired on Channel 7 giving fans a one-hour insight into the club’s pre-season preparations.

On Track

Produced by Cummins & Partners, the creative agency for Jeep Australia and on the creative roster for the AFL, the show aims to highlight the hard work, dedication and “emotional strength” a team required to ensure a successful season.

Fiat Chrysler director of marketing Mark McCraith said: “As co-major sponsor of the Tigers for the past five years, the Jeep ‘Don’t Hold Back’ mantra is perfectly aligned with the club’s values and it was particularly special to see it in action over the pre-season journey.

“I have no doubt that footy fans from around the country will be both impressed and intrigued by the documentary. One which Jeep Australia is especially proud to have been able to produce”.

The ‘On Track’ documentary is complemented with a website which provides “bonus” content to fans.

Ben Couzens, co-ECD at Cummins & Partners, said: “On Track is a great example of creating a property for a brand that people will choose to immerse themselves with in long form. We’re proud of this work as it’s not only a spot-on articulation of the Jeep brand, but it’s also a nice example of how our media and creative teams work together, finding unique solutions for our clients.”

Nigel Camilleri, producer and director of ‘On Track’ said: “This week in the agency we are creating content that varies in length from 6 seconds to 45 minutes. There is now obviously a constant and consistent need for content of all lengths and types. Working with FCA and Channel 7 to create ‘On Track’ has been a rewarding experience and we’re pleased with the results. We look forwards to seeing the ratings.”

The documentary premieres this Sunday, March 29, on Channel 7 at 4.30pm in Victoria, and on 7Mate in South Australia and West Australia.


Fiat Chrysler Automobiles

  • Mark McCraith – Director, Marketing
  • Luke Skrzelinski – Senior Manager, Sponsorship & Dealer Activation
  • Natasha Cuthers-Clark – Marketing & Sponsorship coordinator

Cummins & Partners, Agency

  • Nigel Camilleri – Producer and Director
  • Ben Couzens – Executive Creative Director
  • Jim Ingram – Executive Creative Director
  • Jess Thompson – Head of Broadcast Production
  • Magda Triantafyllidis – Group Account Director
  • Nikia Shepherd – Senior Account Manager

Nicebike, Production Agency

  • Jess Evendern – Producer
  • Scot Edwards – Editor

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