NRL players recite poetry for Mother’s Day ad
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.
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
Tip top’s the one. It’s easy to sit here and bag an ad when you know nothing about the horrors of getting a client to finally by a concept, any concept, a week before the shoot. Which is why I do it. This is not tip top.
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Well it ain’t Shakespeare (mum – “You’re ok”)
But it might get more mums through the gates at games.
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amazing ! Heartfelt . I love my mum even more after watching this. Beautifully written.
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This is the best commercial the NRL have ever done. I love it
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Wow what a game changer for the NRL.
Well crafted, powerful, moving. I hate to admit it but it made my eyes well up.
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This ad takes you on a roller coaster ride of emotions.
From thought provoking, heartfelt, funny, charming and heartfelt.
Good on you NRL.
And go Manly!
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What a brilliant ad for the NRL.
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I’m tearing up! with a bunch of boofy blokes from the footy.
How wonderful NRL great touch at the end with our Island friends.
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Beautifully written, touching, and completely left field for the NRL.
What a brilliant piece of marketing.
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Yes it’s easy to sit back & knock an ad AND it’s harder to sit back & actually enjoy one. As a Mum of 4 kids who is putting in the hard yards, this ad made me tear up and remember the purpose in all the effort. The words are simple but powerful. Nigel Vagana’s words in Samoan were so moving. Not only is this ad uplifting for parent’s everywhere who are doing all they can to support their kids but it has also changed my perception of the NRL. Nothing could be better than an ad that promotes respect and care of mothers and women. Congratulations to the NRL for being bold enough to run with this. Not only have you raised our perception of your players but you have made a very positive contribution to our community. You should feel very proud.
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What I like about this ad is that i know nothing about football but this ad made me look at it from a different perspective. Its well written, heartfelt and shows a human side to the players. I know its still football but it gave it a dimension that no one ever gets to see. Nice work.
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Makes me feel proud to be a mum. Maybe I won’t insist my husband turn the channel next time the footballs on! Makes me rethink the NRL. And believe me, that takes alot!
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I’m with Jessi and Jus. Makes me proud to be a soccer/rugby/netball mum. Hell if William becomes a Rooster I’ll be over the moon. Inspiring spot, enjoyable to watch. Good work!
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I havent seen a good NRL ad for years, but this was something totally different and actually made me think fondly of rugby league again for the first time in years! So beautifully written and original too! Well done NRL!
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Interesting ad. Likely to appeal outside the traditional audience. Enjoyed it.
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Nice idea and execution, but poetry? Really?
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Finally the NRL might be getting it in their ads. Simple is often better. Hopefully this carries on into all of their other marketing, which is generally overblown and corny.
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For someone who does not follow NRL, this ad made me look….right up to the end. And I’ll stop dead in my tracks and watch it every time it comes on. I now even know recognise the players, which is a first!
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It looks like the agency has spent more time writing the posts on this site than the ad itself.. YAWN!!!!!!!!
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