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”.

Set in a futuristic foundry, the 30-second TV ad, which goes live on Sunday, depicts the “gods of rugby” as being created in a high-tech and brutally tough environment.

The voice over continues: “The new generation Qantas Wallabies. Men of Gold. Built by rugby, forged in union.”

Ogilvy said the campaign aims to capture the attention of a new generation of rugby supporters.

The “Built by Rugby, forged in union” tagline was first created by Ogilvy in the lead up to the 2008 season following the agency’s appointment to the ad account.

Matt Brand, ARU head of marketing, said: “The Qantas Wallabies performances of the last couple of years have been below expectations, but 2010 sees the dawning of a new era.

“It’s a new decade, with new and exciting young players, new jersey and a new mindset to playing the game. The TVC aims to reflect these changes.”


  • Client – ARU
  • Ad agency – Ogilvy & Mather Sydney
  • Creative Director – Boris Garelja
  • Copywriter – Dominic McCormack
  • Art Director – Liam Hillier
  • Agency Producer – Gabe Hammond
  • Account Management – Adam Lee, Lucy Smith
  • Planner – Russell Turner
  • Production Company – Plaza
  • Director – Sam Bennetts

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