Some of the most celebrated players of the National Rugby League have taken part in a tribute ad for Mother’s Day.
The ‘Ode to Mums’ TVC features rugby players reading lines from a poem about how much they owe their mothers. The ad screens this evening on Fox and will also air on Sky in New Zealand.
The campaign will extend onto radio with a print and online component.
The players include Braith Anasta, Jared Warea Hargraves, Nathan Hindmarsh, Trent Barrett and Nigel Vagana.
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A spokesperson told Mumbrella that the ad had a strong brand building objective and was intended to show that “rugby players aren’t thugs, and to give them a place to shine as individuals.”
According to a press release, the ad is “designed to break down traditional perceptions and shows a very different side to the people we see normally on the field”. The previous work for NRL by MJW featured a CGI stadium concert with Bon Jovi.
Nigel Vagana
Credits
Agency: MJW
Director: Simon McRae
Creative Director: Marrianne Little
Copywriter: Marrianne Little
Art Director: David Miley
Account Director: Lucy Cunningham
Producer: Alex Mooney