NRL introduces ‘new era’ to address last seasons’ ‘missed opportunities’ in major ad campaign
The National Rugby League (NRL) has launched its annual premiership campaign, this year focusing on the sport’s “new era”.
Created by its agency of record R/GA Sydney, the campaign addresses the pressure, expectations, missed opportunities of last season and the consequences of failure NRL players often feel.
Starring North Queensland Cowboy player Jason Taumalolo, the 90 second ad includes a coach reminding the athletes who they play for.
Also appearing in the ad is Melbourne Storm star Josh Addo-Carr and his grandfather, who was once a champion boxer.
Throughout the ad players are seen training, boxing, addressing fans and getting amped up for a game.
Last year R/GA Sydney launched its first work for the company ‘This is How We League’.
The campaign was about bringing out fans’ passion for the game and helping people share that love.
Craig Brooks, ECD at R/GA Sydney, said the campaign was intended to be engaging and inclusive.
“The NRL fanbase is divided into wildly-disparate heartlands, and our challenge was to bring their stories together, and to life.
“We created something packed full of community mythology, club subplots, and player insights…if you know what you’re looking for…but it equally stands alone as an authentic snapshot of our culture.”
Glendyn Ivin, who has been involved in TV and film projects including Puberty Blues, Safe Harbour and The Cry, was the director of the ad.
“I love the energy of this campaign. Like the game itself there’s a powerful mix of poetry and raw athleticism.
“Working closely with the players and their stories has lent a documentary-like feeling of intimacy. It reflects the new players stepping up and the people they play for,” Ivin added.
The campaign will also involve a series of short films featuring behind the scenes footage and insights from the players.
Peter Jarmain, head of marketing at NRL, said the campaign aims to focus on the future of the game.
“This season represents a pivotal year for the game. Whilst many great players have retired, a new generation of young talent is emerging, and exciting fans like never-before. We have a world class venue opening this year, that will redefine the event experience for new and existing fans from a number of clubs.
“New concepts like Magic Round Brisbane, and the Women’s Premiership (now entering its second year), provide a vehicle to strengthen the connection with our avid fans, but importantly connect the game with new audiences.
“A refreshed visual brand for the Telstra Premiership, also provides a catalyst to signal this new era of the game. From a communications standpoint, we need to leverage these exciting additions, but also seek to reinforce the connection between clubs and their local communities, which is core to our competition. This campaign is one of many initiatives that will tackle this strategy.”
The campaign has been released months after R/GA’s regional ECD vice president, Bob Mackintosh, left the agency.
That same month R/GA’s Australian MD, Rebecca Bezzina, also departed.
The agency has since hired Seamus Higgins as its regional chief creative officer.
Credits:
- CREATIVE AGENCY
R/GA Sydney - PRODUCTION COMPANY
Exit Films
Director: Glendyn Ivin
Producer: Alice Grant
DOP: Sam Chiplin - POST-PRODUCTION
Arc - AUDIO-POST
Song Zu - MEDIA
Blue 449 - MUSIC
Peking Duk, “Say My Name” - MUSIC SUPERVISION
Anton @ Trailer Media - CLIENT
National Rugby League
Head of Marketing: Peter Jarmain
Senior Marketing Manager – Premiership: Nicole Chesher
Marketing Manager – Premiership & Consumer Business: Rita Khouri
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The money would be better spent educating their players on how to behave off the field.
Interesting but not surprising that there are very few women / girls in the TVC as guess any asked to appear probably declined!
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In the current climate, the only people that will consume this with any appetite are the diehards. And what’s the point in spending this kind of time and money communicating with people that will turn up and tune in anyway…. the clubs do a much better job of this anyway (remembering of course that people support teams).
It’s a nicely executed piece of candy floss that will do nothing for anyone.
And which, for people like me, disenfranchised ex-lovers of the game. It’s so off the beat of what’s actually important right now. That it makes me feel even more angry abut what the NRL leadership is doing to the game. It’s so so irrelevant to the issues that matter and that are being talked about, that sadly they would have been better advised to d+c whatever media they have. And not run this pointless piece of advertising pap.
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Talking to the people who already love the sport. The sport is dying and unfortunately R/GA have failed to identify any true human behaviour or creative approach. Same old same old.
Client oblivious, agency not strong enough to do better.
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Jason T as the core figure at the centre of this campaign?
The guy who played for the Kiwis, then played for Tonga and now wants to be an origin player? which then will likely make him eligible for the Kangaroos?
Lets not mention his poor ability to handle a relationship with his Kiwi coach
Not the poster boy a sports code with so many integrity issues needs
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It’s great.
But Beats by Dre did it a lot better.
https://www.youtube.com/watch?v=QiAgzUyCz3c
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I mean… read the goddam room! Also – this is the least inspiring tvc And that’s the opposite of what the code needs right now.
Shame.
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begone NRL
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