The Hyundai A-League launches ‘This is our beautiful game’ campaign via BMF Sydney
Football Federation Australia has launched the 2014/15 season of the Hyundai A-League by questioning, “What is Beautiful?”
The campaign via BMF Sydney, which launches with a TVC, directly challenges the notion of traditional beauty when it comes to “the beautiful game” by positioning the A-League as something truly unique.
Says Cam Blackley, ECD, BMF: “We’re challenging those who compare A-League to Serie A, La Liga or the EPL. A-League is a uniquely Australian brand of the beautiful game. It’s quick, raw, physical and loaded with skill that impresses the big names that come to play in it. It’s our beautiful game and we’re bloody proud of it.”
Says David Gallop, CEO, FFA: “We’re here to challenge football fans’ definition of the beautiful game. Sure, the A-League has the goals, the skills and the moments that leave you wondering ‘how the hell did they do that?’ But it’s about much more than that. It’s about the unorthodox, the unpredictable and the unrivalled levels of passion from our fans. The team at BMF clearly understood the nuances of our business and our game – leading to a TVC that we’re extremely proud of.”
The season kicks off this weekend from Friday at 7.30pm AEDT live on SBS ONE and FOXTEL.
Head of Corporate Affairs and Communications: Kyle Patterson
General Manager Marketing and Fan Engagement: Rob Squillacioti
Marketing Executive: Matthew Phelan
Executive Creative Director: Cam Blackley
Senior Copywriter: Jim Curtis
Senior Art Director: Ryan Fitzgerald
Group Account Director: Anthony Moore
Account Director: Will Woods
Planning Director: David Hartmann
Agency Producer: Esta Lau
Director: Ash Bolland
Production Company: Curious Films
Producer: Tara Riddell
Executive Producer: Peter Grasse
Editor: Alexandre de Franceschi
Post Production: The Editors
Music: Rafael May
17 Comments
Can we all stop using this VO guy? He is in EVERYTHING at the moment.
Probably an 900k treatment on a 300k budget. Shame it didn’t work out, it would have been nice.
Impressive, loved it, shows and deliver true feelings…Jealous.
Cracking spot with a great treatment. Really well done, and big step forward for FFA.
I reckon it looks like a million dollar commercial. Well executed & Well played!
Looks like a million bucks. Congrats
It just sort of misses. A nearly there ad but not quite. A little more crafting might have helped. If you know what I mean.
lets just keep posting that it looks like that
yikes. valiant attempt, but *almost* every aspect is either under or way-overproduced. swing and a miss. curious if the rest of the campaign will reflect the same.
Love it. Spot on.
But it’s boring.
Similar to Australia’s performance at the world cup… Something to be proud of, but nowhere near the best in the world.
looks like a millions bucks…
DRIVES LIKE A 3-WHEELED SHOPPING TROLLEY
Let’s be honest. This doesn’t look like a million bucks.
It looks like a montage of ‘stuff’ shot by an adequate DOP and then strung together by a gritty poetic VO and an adequate editor. It truly is mind blowing.
I ask this question: who really knows what a million dollars looks like?
I’ve seen stuff shot for under a 100k that looks a million times better than this, I’ve also seen stuff shot for a million that looks like it was made by a merry band of coked up semi-trained monkeys. What I know, is that this doesn’t look any bigger than the sum of it’s parts who are all probably half asleep after all that hard work blowing themselves and patting each other on the back.
I love it!
That was a the worst VO script, and the visuals that accompanied it were something Mike Tyson could have directed.
Is beautiful this? (hand stroking moonlit grass). No guys it’s not.
Did the trick for me. Love it.