Ad agency Grey Melbourne has kicked off the first in a series of commercials for Melbourne Storm to put some meat around the NRL club’s new slogan ‘No ordinary team’.
The idea behind the campaign is to get Melbournians to feel a greater sense of connection to Storm, says the agency’s managing partner Luke Waldren.
The first in the series features club captain Cam Smith.
Melbourne Storm’s chief commercial officer, Claire Murphy, was quoted on the team’s website as saying: “A key consumer insight that emerged from last year was the desire for Melbournians to gain a better understanding of what makes Melbourne Storm so unique.
“No Ordinary Team is designed to not only showcase the skill and excitement Melbourne Storm brings to the field each week, but, through the power of storytelling, give consumers a taste of the Storm way.”
The next ads in the series are to feature players Billy Slater, Cooper Cronk, Ryan Hoffman and head coach Craig Bellamy.
The TV work will be supported with print and radio ads, as well as activity on the team’s Facebook page.