NRL gears up for State of Origin with ad focused on emotional hype of the game

The NRL has kicked off its State of Origin marketing push with an ad focused on the intense emotions of fans and players ahead of the first match.

Created by Archibald/Williams, the ad features fans crowding the stadium and stomping on the ground in anticipation of the first game, while Queensland and New South Wales NRL players prepare for the first match in their locker rooms.

A tagline at the end of the ad says ‘Nothing hits you quite like Origin’ and aims to remind people of the heated competition found in the State of Origin series.

The work follows on from the ‘Let’s make history’ campaign which was Archibald/Williams’ first work since it was appointed as agency of record for the NRL at the end of last year.

Matt Gilmour, executive creative director at Archibald/Williams said he wanted to express how “intense” the “nerves” and “pressure” are in the lead up to the first game.

“The intensity of every Origin game is something you can feel when you’re in the stands. The crunch of the first hit up is what it’s all about.

“But we wanted to take a step back from that and show that the nerves and pressure in the build up is the reason the game is so intense.”

Peter Jarmain, the NRL’s general manager of marketing and brand, said the campaign “provides a window” into the last 30 minutes before kick-off.

“Holden State of Origin remains Australia’s biggest and fiercest sporting rivalry. The intensity, both on and off the field, creates a live atmosphere unlike any other sport.

“This campaign provides a window into the last 30 mins pre-kick off, bringing to life the nervous anticipation felt by players and fans alike. With match attendance the key performance measure for this campaign, importantly it’s about showing fans the value of being there.”

The campaign will run from today.

Mumbrella will be tackling a range of sports marketing issues at the Mumbrella Sports Marketing Summit on June 21. To see the program and to buy tickets click here.


  • Agency Team
  • Matt Gilmour – Executive Creative Director
  • Chris Wilson – Art Director
  • Tom Selby – Copywriter
  • Mary Perebzak – Head of Strategy
  • Jasmina Krnjetin – Group Account Director
  • Lauren McMahon – Account Manager
  • Amanda Cain – Senior Producer
  • Client Team
  • General Manager, Marketing & Brand – Peter Jarmain
  • Marketing Manager – Operations and Partnerships – Nicole Chesher
  • Marketing Executive – Rita Khouri
  • Marketing Manager – Brand & NRL Events – Samantha Feyzeny

Agency Partners

  • Production Co: Film Graphics
  • Director: Jason Smith
  • Executive Producer: Anna Fawcett
  • Producer: Ben Swaffer
  • DOP: James Brown
  • Editor: Richard Learoyd
  • Post Production: Fin Design
  • Sound Design: Nylon Studios
  • Sound Design: Nylon Studios
  • Music Composition: Nylon Studios – Jesse Watt

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