Foxtel launches new ‘Up There Cazaly’ AFL campaign via Clemenger BBDO, Sydney
Foxtel has released an advertising campaign to anticipate the start of this year’s AFL season, with spots to launch online today and nationwide from this Sunday, 2nd February via Clemenger BBDO, Sydney.
The campaign appropriates the popular 1980s sporting anthem “Up There Cazaly” to humorously highlight our nation’s obsession with footy and the unfortunate side effects that can result from over-indulgence on Foxtel’s dedicated AFL channel, Fox Footy.
The campaign was created in collaboration with Australian musician Mike Brady AM, who wrote the original “Up There Cazaly” anthem and now sings the new version, as well as The Chaser’s Andrew Hansen who helped to craft the lyrics. The campaign includes cameo appearances by Fox Footy talent and AFL legends Dermott Brereton, Brad Johnson, and Mike Sheahan.
Says Paul Nagy, Clemenger BBDO Sydney ECD: “‘Up there Cazaly” was a part of my childhood – I even owned the nylon 45. So it was only fitting to reuse this iconic song to highlight the issues that can arise from watching too much Fox Footy. If there is such a thing.”
Says Rob Farmer, Foxtel head of content marketing: “A key benefit of Foxtel is having quality channels dedicated to your passions, all week long. Fox Footy and Fox Sports are prime examples of this, and they’re highly valued by our customers. This campaign for the new winter season is aiming to make them more famous, to grow demand and help advocacy.”
The campaign’s media strategy was developed by Mediacom and features multiple TV and press executions, radio, outdoor, online display, and social media, with a second instalment [in anticipation of the NRL season] to come early next month.
Client: Foxtel
Head of Content Marketing: Rob Farmer
Head of Sports Marketing: Peter Jarmain
Creative Director & Head of Brand: Travis Conneeley
Sports Marketing Manager: Paul Ibsen
Media Agency: Mediacom
Advertising Agency: Clemenger BBDO Sydney
Executive Creative Director: Paul Nagy
Senior Creatives: Ben Clare and Brendan Willenberg
Art director: Katrina Jarratt
Copywriter: Tom Russell
Group Account Director: Jasmina Krnjetin
Senior Account Director: Karinne Limberiou
Account Manager: George Robertson
TV Producer: Jo Howlett, Rebekah Lawson
Planning Director: Rob Dougan
Director: Brendan Gibbons
Executive Producer: Tara Riddell
Post-Production: The Editors, Fin studios
Sound mix: Anthony Tiernan
15 Comments
The Doritos spot that was shot for $65 is funnier and makes me want Foxtel more than this does.
Wow….this spot takes overacting and bad performances to a whole new level.
Serious question – I love the idea but that ad just doesn’t work. I love AFL yet don’t feel anything – can someone articulate why?
At first I thought CHE had done it.
Back to the 80’s
Says a lot about an ad when the client credits come before the agencies.
You just don’t fuck with the lyrics of a song so loved as this.I was going to say Mike Brady would be rolling in his grave but he isn’t in it yet.
If you’ve worked on Foxtel you will know that getting this up was not easy. Anything with a scenario that doesn’t involve a couple sitting in front of the TV saying how amazing foxtel is gets killed point blank. This ad, while not an 8 or even a 7, is a good honest 6 on a very, very tough client.
I got paid a shitload for this…I think.
Dear Clems Sydney,
Please stop embarrasing us with your woeful work.
We’ve heard on the grapevine that you rate this. Words fail us.
All the best from your reluctant sister agency,
Clems Melbourne.
A bit early to be calling the biggest stinker of the year, but this could be it. Having said that, I agree with ‘context is everything’, I can’t believe any creative from Clems would do work this bad. It has client written all over it. Terrible. So dated. Cheap. Wake up Foxtel and let your agency do something good.
How bad does it have to be for YouTube to pull it?
I sHead of Content Marketing an actual title, or is Benny Hill taking the piss?
Oh no! How on earth did this monstrosity happen?che Melbourne fox footy ads weren’t masterpieces, but look like world-beaters compared to this!
no clients in on the initial idea. 100% clems sydney.
so, what comes after pathetic?
this surely!
what a total stinker.
It’s like a really shit version of Fox Sport’s brilliant “Beware of things made in October”