Wallabies launch ad campaign to attract new rugby supporters
The Wallabies are hoping to put its disappointing past couple of years behind them, positioning the team as “gods of rugby”, in a new ad campaign.
Created by Ogilvy & Mather Sydney, the voice over in the ad talks about the team having a “a new mindset, a new heart, new blood and a new skin”.
It looks like an ad for breakfast cereal. Maybe they should show some really exciting rugby action so we know why we should watch the games. (Possibly that’s harder that it sounds).
I like the insight of new at the core and I this writers work but this ad looks a lot like a Brut Deodorant spot – overdone macho factory idea
Doesn’t this highlight the problem with modern rugby that the players are all characterless carbon copies, mass produced with no individuality or flare?
Creatively it’s from the same school of thought as that ridiculous V8 CGI spot with Pink, but without the entertainment value, which probably sums up the sport quite well.
“Built by gratuitous CGI, forged by a desperate marketing department”
I assume they’re pitching it at the traditional Rugby League audience then…
I can already see the boys across the Tasman laughing as they proudly say “Hey Bro I always said those wallabies were yellow to the core”.
Sorry but this isn’t going to be moving any die hard league fans across to union.
Instead of spending all that money on creating another Brut deoderant commercial you could have put together 30 seconds of rugby union action and just have the tagline “If you haven’t been watching the Wallabies we thought you should see what you have been missing”.
Unless there isn’t enough action of course.
‘Gods of …’ tag line has already been used by Swimming Australia with their ‘Gods of Water’ campaign a couple of years ago and visually it looks like a nutragrain ad….
ARU – big fail. I’m a massive wallabies fan and i desperately want to be inspired by the comms…agree with the comments above, feels like a nutrigran ad and they’re obviously tapping into the ‘iron man’ trend that punters are inspired by robotic element..i’d much rather see the emotional side of the game/player…the all blacks always tap into the emotional dedication to the jersey..
i want to like this work, but it’s making me feel more removed from the team as a brand
Oh look! Brut and Nutra-Grain had a baby! Maybe the tagline should have been “Still brutally Iron-male food”?
How about just winning some games…….and more people will be interested.
We’re Australians and will follow any Aussie team that’s a winner…but I guess that’s just too hard………….
um, what?
Look, it appeared a well put together ad but I fail to see how it’s even going to remotely attract non-rugby fans. Alternatively, has Qantas (the jesery sponsor) said do something – anything – or we’re pulling the pin? This may be off the point, but it’s certainly not going to attract fans of AFL and sadly for the rah-rah boys the skill set in league at the moment (Inglis, Hayne, Thurston, Idris etc, etc) is a quantum leap above what union has to offer.
Agree with the comments – way too Iron Man Food!
Looks like the Wallabies are trying to throw some money around to compete with the Socceroos. Wonder what the budget was.