Jessica Mauboy kicks off 2013 NRL season with “Something’s got a hold on me” spot via MJW
To kick off the NRL season, MJW Sydney has put to air the new 2013 TV spot featuring Jessica Mauboy and her song “Something’s got a hold on me”.
Punters can make their own version of the TV ad with clips from their favourite team.
The track, which will be released by Sony Music next week, is the centrepiece of Rugby League’s first ‘whole of game’ brand promotion celebrating the game’s unique power to bring people together and enrich their lives.
“The NRL is my game, I love it,” says Mauboy, a devoted Cowboys and Queensland Maroons fan.
“Performing two years ago at the NRL Grand Final was a career highlight, so to be part of the advertising campaign for the season is incredibly special.
“I find the spirit of the players and the NRL to be inspiring and I am really proud to be part of Sony’s association with the game.”
Mauboy will tonight team up with one of the game’s biggest stars, Cowboys co-captain and Kangaroos and Maroons playmaker Johnathon Thurston, at Sydney’s The Star to launch the 2013 Telstra Premiership season and the biggest game-wide campaign in Rugby League history.
A series of 30 and 60-second TVCs will be complimented with extensive retail activation, outdoor, press, radio and digital campaigns that have been developed in partnership with MJW and Sony Music Entertainment Australia.
The multi-layered campaign design provides for NRL clubs to tailor brand executions for their individual markets, as well as the game’s community programs, which will take fans beyond the sideline and celebrate Rugby League’s partnerships with the Men of League Foundation, Harvey Norman Women In League and other community and charity programs.
“There’s an exciting new edge to this year’s campaign which promotes the incredible work of our players in the community, junior registrations, our State Leagues as well as the Telstra Premiership, Origin and international Rugby League,” says NRL General Manager, Marketing and Commercial, Paul Kind.
“It represents what the game stands for and what it means to people everywhere. To have Jessica involved, who is so passionate about the game, that’s a really important component and you can see her bring her love of the game into the campaign.”
A full version of ‘Something’s Got A Hold On Me’ has also been produced with the public able to download the track, providing greater reach and engagement for the campaign.
“The campaign has aligned itself to the game’s strategic plan with particular emphasis placed on showcasing the values of the sport, while continuing to broaden the appeal of the game’s showpiece event, the Telstra Premiership”, says MJW managing director Paul McKay.
“Jessica Mauboy is the hottest talent in Australian music and her version of ‘Something’s Got A Hold On Me’ captures the essence of what the game brings those that come in contact with it, whilst providing a catchy tune that is sure to have fans of all ages cheering in the stands.
“Whether it be picking up a ball for the first time, or cheering on your team, NRL is a game that gets a hold of you and won’t let go.”
14 Comments
“Something’s got a hold on me”?
Yeah that’ll be one of the NRL players after a boozy night out on the turps and pills.
And here’s a sneak peak at Lituania’s hotly tipped entry into this year’s Eurovision
Who knew there were people still making 90s Euro pop trance shite quite this special?..
Wow, that’s all the perfect storm of bad!!!
Wrong, wrong, wrong!
nothing here to interest new fans, nor elicit any pride in existing fans. sorry, but a brand of this size needs much better work.
Truly terrible, the execution is woeful.
Why people, why?
“The campaign has aligned itself to the games strategic plan”??? Surely all campaigns SHOULD!!
Jesus Christ man.
This is so far behind the AFL it’s embarrassing.
Get your shit together NRL.
You’re letting the game down.
I think someone accidentally stuck a key-number on the hype reel.
1. It’s such a visceral and emotive game it should be easy as piss to write to.
2. Your strategy is showing. And it’s a weak one.
FFS spend a bit of dough on a decent track (this comes across as the poor-man’s Tina Turner) and use the best parts of the game that makes it awesome: big-hit-porn.
could of been good… but its not, horrible song choice…. learn from beyonce!
what about the choice of Flo Rida’s dismantling of Doi-Oings “Good Feeling” for the 60 second action ads?
is it any wonder the fan versions are starting to surface on youtube
http://www.youtube.com/watch?v=b4CH-LFzlB0
Exciting new edge??? Such crap. NRL wake the fark up
This is your worst ad/campaign ever.
This campaign is the best TVC that rugby league has put together, ever. Tina Turner’s two were also obviously great but the 2013 promotion went beyond the premiership to the backyard and the mothers’ club. And anyone who knows anything about rugby league’s growth (or lack thereof) knows that the problem is not with getting mature age males in Sydney to tune in, it is with getting families to love the game. This ad bridges the gap more than any year before has even tried and there is no doubt it works. Jess brings NRL credibility to young and female demographics. The vision is realistic in many homes but this is where growth starts. And wrapped up in some of the best CGI on aussie TV. Well done NRL!