Everything’s Possible in the AFL’s new 2014 Season campaign via GPY&R Melbourne
CB Exclusive: Footy’s back and the AFL together with GPY&R Melbourne have launched the 2014 Toyota AFL Premiership Season with a national TV, radio and print campaign.
The spot is narrated by internationally acclaimed Australian actor Chris Hemsworth and backed by a track from The Delta Riggs, whose debut album has been heavily-praised, receiving a 4 star review in Rolling Stone Magazine.
The campaign leverages all the optimism and hope shared by fans at the beginning of the Season, and showcases the almost limitless possibilities that this time of year, and only a sport like AFL can offer. Any team could make the finals, or even win the flag. Everyone’s level. Hope is everywhere and everyone reckons 
they’re a chance. Old heroes are back, new recruits are set to shake things up and big names are wearing new colours. Much like the bounce of an AFL ball, the season itself is entirely unpredictable. Only one thing’s certain – in 2014, everything’s possible.
AFL general manager – people, customer & community, Dorothy 
Hisgrove, said AFL fans were at the heart of this year’s season launch campaign.
Says Hisgrove: “The start of the Toyota AFL Premiership Season is a particularly exciting time for fans which is reflected in this campaign.
“Speaking directly to our fans has never been more relevant than this year given we will see an even greater focus on fan engagement and participation. As someone who knows Australian football and supports the game, we are delighted to have Chris Hemsworth support this campaign. Chris, along with a raft of our game’s superstars, really brings this campaign to life and reminds us in the best possible way that football is back.”
The campaign launched on Sunday night.
Client: AFL
General Manager – People, Customer & Community – Dorothy Hisgrove
Fan Development Manager: Alistair Dobson
Senior Marketing Coordinator: Ana Laskova
Agency: GPY&R Melbourne
Chief Creative Officer: Ben Coulson
Senior Writer: Alex Wadelton
Designer: Caleb de Gabriel
Agency Executive Producer: Romanca Jasinski
Head of Planning: Mike Hyde
Managing Partner: Julian Bell
Senior Account Manager: Rachel Semmens
Production House: XYZ Studios
Director: Bobby Dazzler
Executive Producer: Garett Mayow
Senior Art Director: Cedric Austria
3D Lead: Richard Osellame
Animator: Stephen Watkins
Compositor: Niamh Lines
Compositor: Robert Campbell
Colourist: Daniel Stonehouse @ Crayon
Music: The Delta Riggs “Scratch Flower”
Music Supervision: Karl Richter and Jen Taunton, Level Two Music
Sound Design: Paul Le Couteur, Flagstaff Studios
34 Comments
As an avid AFL fan I’m bitterly disappointed in this latest from the AFL – perhaps the poorest attempt for many years.
It reminds me of a generic new car commercial that simply runs through the ‘features’ of the car rather than providing any inspired insight.
Such a shame when given this challenge ‘everything’s possible’ and we get this?
B/T/W: Whoever Chris Hemsworth is or what he is – he is NOT a voice over talent.
Hell yeah, that’s what you want at the start of the season. Looks awesome, great track, and Thor doing the VO- what more could you want?
Classy, fun, good music, and a good romp through everything that might happen.
I like it, so will the punters.
AFL ads are always good, and this one doesn’t disappoint.
I’d love to have a client like that!
Good stuff as usual GPY&R. Shiny work for a shiny client.
As a footy fan I love it.
It’s a fun idea, is well written with knowledge and passion for the game.
Good stuff.
Nothing to bitch about here. Just a well made and enjoyable ad.
Like the SFX approach, shows the client doesn’t take themselves too seriously.
How could you hate this??
It’s just a decent ad that punters will enjoy.
Plenty of other work on this blog to get worked up about.
GO CATS !!!!!!!!!!!!!!!!!
Hawthorn holding the cup, makes me sick!
Hardly a shot of this years premiers, the old dark navy blues!
Shame.
(rest of the ad is cool though)
I’m bored. Couldn’t finish it.
Zzzzzzzzzzz
G’day Browny!
The ad works, the punters will love it. It will create debates with Footy fans.
Great work from GPYR.
‘Everything is Possible’?
Where’s that idea here?
Sorry, not up to the usual standard at all.
I like the them for this year. Everything’s Possible is exactly what a new season offers every fan, and after the Essendon drugs thing, it’s a smart way to move forward for the AFL.
Nicely played again GPY&R
Maybe if I bag this ad anonymously here, the client will think it’s not so good. Hell maybe they’ll even call a review! Yes, now we’re talking, time to get my PA and those social kids i pay so much in my office. Such a great business this.
Tops!!
Gooood, not much focus on the Dons.
Damn, why do AFL ads always beat the shit out of ours???
Clearly the brief from HQ was to give the Bombers a miss!
It makes sense. Nike commercial last year titled ‘possibilities’. Worked well. Fresh take on how to approach a big sports ad. Let’s take that formula and apply it to an AFL spot… nobody will know? Let’s also even include an actor VO commenting on what he’s witnessing, just like in the Nike one. Pens down. Job done. Good work, team.
http://www.youtube.com/watch?v=aPkyPdubqDs
The usual GPYR office-based barrage of positive comments.
It’s OK. A montage of well edited footy shots with a bit of CG and a famous voiceover that not many beyond those who read these press releases will know.
Nice. Nice. Not THRILLING. But nice.
It is well edited. It has a good track. The VO works. This ad will work wonders for the AFL. Well done.
Needs Acca Dacca
About as good as a stock footage tactical sport ad can ever get. Banging track by the Delta Riggs, great choice.
It is about time the AFL stumped up some of those Billions of dollars of rights money for a decent blockbuster brand ad like ‘league of it’s own’.
Patts do their best stuff with some decent budget and AFL, it’s past time to make another big one.
I’d have it in my book.
Sorry Waddles but Hawks will win.
Again. I reckon 3 in a row.
And fuck swans, the Manchester United of AFL. Anyone who supports them only started in 05 when they won something. Them, and Esther of course. Love you Esther.
Love it, hits the spot.
GPY&R are very good at making ads people will love. Always have been.
It’s good to see mature creative that puts it’s consumer first, not just more jokes done by ad people for ad people on the clients tab. (See nearby ad on this blog.)
@Nothing’s possible… i concur!! on every point!
And @EVERYONE… is it cool to comment on your own work?
I reckon the ad is a 4 out of 10.