AFL celebrates the multicultural round with three new spots via George Patterson Y&R Melbourne
As always, the Toyota AFL Multicultural Round campaign celebrates the many wonderful cultures who all share a common passion for footy.
This year though, the public will hear from individuals on a grass roots level – those dedicating their time to local clubs for no other reason than their love of the game in a campaign via GPY&R Melbourne.
Says Dorothy Hisgrove, AFL general manager – people, customer and community: “It shows that no matter who you are or where you come from, AFL is a sport that embraces everyone willing to get involved and have a good time.
“Our commercials feature real stories from grass-roots footy legends, each with a different cultural background.”
Dilpreet, a young Indian man with big hopes to one day be drafted, takes us back to his first game of footy and his amusing misunderstanding over the definition of a mouthguard.
Jerry is a 9 year old footy stats wiz-kid from an East Timorese heritage. He spends all weekend watching footy, listening to footy and taking down the stats on every game. And when he’s not crunching the numbers, he’s out having a kick.
Katen, from Aboriginal, Italian and Hungarian heritage, is a very young man with a very realistic head on his shoulders. Although he loves playing footy with his mates on the weekend, he’ll be the first to tell you he’s no hot shot on the field. Not yet, anyway. But his grandfather, Charlie will tell you a very different story. According to him, Katen’s practically ready for the big league.
Toyota AFL Multicultural Round, 18 – 27 July.
Client: AFL
General Manager – People, Customer & Community: Dorothy Hisgrove
Head of Brand and Market Insights: Julian Dunne
Senior Marketing Coordinator: Megan Williams
Agency: GPY&R Melbourne
Chief Creative Officer: Ben Coulson
Senior Copywriter: Aaron Pepper
Senior Art Director: Shane Dawson
Agency Producer: Pip Heming
Head of Planning: Mike Hyde
Account Director: Rachel Semmens
Production House: Exit Films
Director: Paola Morabito
Producer: Vivienne Jaspers
Post Production: The Cutting Edge
Offline Editor: Bill Browne
Colourist/Online: Ryan Brett
Sound Design: Stevo Williams @ Flagstaff Studios
22 Comments
Nice stories. Beautiful spots. Well done!
What a shame, Patts last effort at keeping AFL is a stinker. Let’s see what Cummins can scrape together
These are worse than my football career
Why don’t the marketing masters at AFL just get their hands off the it and let Patts do what they have always done – big sexy work?
As an AFL fan, i’m saddened to see this shenanigans. I expect AFL ads to belt the crap out of Rugby and Soccer ads, not follow them into the gutter.
…are actually lovely little spots. Well done. Making testimonial watchable is harder than it looks.
What are you talking about?
They’re really charming. Particularly the pizza spot.
How can anyone call these stinkers?
These are lovely stories that are well directed and acted.
You stink, Ho Hum.
nice to see to charm, fun and accessibility in sports ads. a pleasant change from stereotypical players….
Nice and charming. Unexpected for AFL, well done Pep Pep and Handsome Shane.
The amount of glowing reviews for this is just highlighting how poor it truly is.
Brilliant job. These feel like they capture ‘real australia’ better than any other spots I’ve seen lately.
Agree with the post above – testimonials are usually painful to watch.
But these are extremely likeable.
Nice try. But like a typical Richmond season, they don’t quite get there.
These are lovely. Well written, look great, and well told. I like em a lot.
Loved these, particularly the pizza one as the West Footscray Roosters play at the park just down the road from home. Only one complaint about that ad though… I’ve never seen the grandad actually make the pizzas in his shop (Charlie’s Pizza’s in Footscray). He employs others to do that for him. A bit of creative licence I guess!
Wow… ‘Stink’? Really?
They’re just some non-offensive ads that feature some AFL loving kids. I’d stand corrected if old Ho Hum can put a name to any spots they’ve been a part of that are ‘less smelly’. Then we can go out and have a beer and just get to know each other.
… Maybe even find another blog to troll.
Good stuff Pep, Dawso and Rach! Very nice. Well earned beers tonight I’m sure.
I saw a brand power testimonial for tampons yesterday that was funnier than this
That credits list is a peach.
Natural works. This proves you don’t have to weave in all the ‘big action, big bogan’ style crap we normally see associated with footy ads to engage an audience.
These are charming little stories that will stop you in your tracks I reckon because they are not ad-like. The stats story is possibly not quite as ‘real-feeling’ as the others but as a campaign I think they’re awesome. That pizza shop line ‘So you play for Footscray one day?’ ‘Nup’ is a cracker. Well done guys.
Well I loved em. Made me wanna come home to the melting pot.
Read the credit list, it is full of ex clams people – who left because they hated the big sterile boys club.
Is it a coincidence the maths kid is Asian?