Foxtel launches new ‘Simply Obsessed’ NRL campaign via Clemenger BBDO Sydney
Following the launch of the ‘Up There Cazaly’ AFL campaign last week, Foxtel will release a broad ranging advertising campaign to mark the start of the NRL season, with spots to launch this Sunday, February 16 via Clemenger BBDO Sydney.
The campaign uses Tina Turner’s 1989 smash hit and popular sporting anthem “The Best” to humorously highlight our nation’s obsession with footy and the unfortunate side effects that can result from over-indulgence on Fox Sports.
The “Simply The Best” anthem was re-recorded by Tina Turner and Jimmy Barnes – the new Fox Sports campaign feature’s Barnes’ daughter, Mahalia Barnes singing the humorous “Simply Obsessed”.
Says Paul Nagy, Clemenger BBDO Sydney executive creative director,: “I am truly obsessed with NRL on Foxtel – ask anyone and go the Sharkies – so it was great to be a part of this important campaign. Hopefully this tongue-in-cheek take on one of my favourite NRL ads will help others with a similar issue find some comfort and understanding.”
Andrew Hansen from The Chaser helped write the lyrics for “Simply Obsessed”, and the campaign features Fox Sports and Australian talent including Ben Ikin, Gordon Tallis, Paul Kent, Peter Sterling (Sterlo), Warren Smith and Nathan Hindmarsh, and a cameo appearance from Matty and Trish Johns.
Says Ed Smith, Foxtel executive director of sales and marketing : “The start of the NRL season is a major event for our subscribers and we wanted to capture the excitement and anticipation of the game in our campaign. Paying tribute to the iconic Tina Turner and Jimmy Barnes song is a fantastic way to trigger the feeling of NRL and kick off the 2014 season.”
“Simply Obsessed” features multiple TV and press executions, radio, outdoor, online display, and social media.
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
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
Media Agency: Mediacom
22 Comments
keep on rolling out the hits.
This will work very well.
This is amazing, such a strong, original and well executed idea. This will definitely pick up some awards.
Stop copying me.
Hahah another lazy concept executed poorly. Come on Clems you’re not going to get too many more opportunities if you keep pumping this out.
What about that new Bupa campaign from Melbourne, huh? Magnificent!
Didn’t think anything could be worse than their excruciating reworking of Cazaly for the same client.
New depths of lowness.
And don’t give me that old ‘tough client’ line.
Vomit
brought back memories of the good ol winnie cup days. well done, its catchy
What are you talking about?
This is great advertising work. I think a remix of Tina Turner is very modern. It’s exactly where the game is at and it’s also where the hearts of the fans is at.
This is great emotive work.
Well Done Clems.
I love this. just a bit of fun.
The first few comments on this illustrate how far out of touch people in advertising are with the real world. This ad is PERFECT for the market. It’s fun. It tells you that footy is ace. It taps into what the actual market like, not some award show judge. Well done.
Nice work.
How is this not getting slammed yet? Is everyone still at lunch? Come on people, we’ve had 5 comments from BBDO Syd, time for some objective opinion..
This is junk, complete junk. I’m not sure why BBDO Sydney feel they need to defend it, how bout next time you just don’t try PRing next time. That way you don’t have to defend it and we don’t have to get stuck into it.
The first scene is awesome. Jeez jealous old hacks love commenting on work whether good or bad. Great job foxtel, made me smile!
Love. This advert…..absolutely perfect
I’m a fan and love this song. Trying to get it as my ring tone. Well done! even my wife giggles at it! Love it
Love this ad! Am a huge AFL fan, but has got me interested in NRL.
One of the few ads I have actually noticed in years! Love it, and almost fell off my chair last night when my 4 year old grandson burst into song when the ad came on the radio – he knows it word for word!
The only pre season promotion for the NRL was an advertisement for Fox Sports “Simply Obsessed” featuring ex players. The advert is a disgrace. The first scene shows a lady with her car on fire calling for help. The ex player doesn’t answer just kicks his phone to the floor, another scene an ex player smashes his TV remote control; another ex player ignores his lady with the talk to the hand mannerism. The most negative self destructing advertisement ever shown on television. It may have seemed funny to the advertising agency creative clowns but not funny with people who have to put up with abusive and violent behavior from our partners daily. If that is the best the NRL can do I am not surprised the crowds have stayed away from the games.
Sorry left the s off my email address thank you it is sophies11
I beg to differ. This has to be one of the most annoying ads I’ve seen…some clown lying to girlfriend about watching leadue and another meathead violently smashing a remote control in a hissyfit. Funny? Clever? IMO just sad and embarrassing parody of “Aussie” culture.