Chris Hemsworth plays ‘The Bont’ in revived ‘I’d like to see that’ campaign via Cummins&Partners

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Screen Shot 2017-03-17 at 1.16.59 pm.jpgThe AFL has launched a new campaign starring Aussie actor Chris Hemsworth playing Marcus Bontempelli aka ‘The Bont’ in a newly launched campaign via Cummins&Partners.

As part of the larger campaign Bontempelli is set to be plastered on billboards up and down Australia’s east coast along with Sydney’s Josh Kennedy, West Coast’s Josh Kennedy and GWS forward Jeremy Cameron.

The TV campaign, which builds on the 1990s advertising sensation “I’d like to see that,” has been revived to appeal to both new and old AFL fans.

Says Bontempelli: “He is a genuine superstar so it is pretty amazing to be part of this campaign. When I told my family, my sisters seemed more excited to see him in my jumper than me, he owes me one.”

AFL head of marketing Julian Dunne said that the broader AFL marketing campaign highlights what makes the game unique and spectacular, the live experience, the incredible skills of the players and the passion of the fans.

Says Dunne: “The Western Bulldogs premiership win is one of the great sporting stories, and with Chris being such a huge Bulldogs fan, he was a natural fit.

“He was really passionate about the campaign and involved through the whole process, including the idea and the script. He was brilliant to work with and we were thrilled that he wanted to be involved.”

Client: AFL

Julian Dunne – Head of Marketing & Insights

Tim Hirst – Marketing Manager

Emily Colman – Marketing Brand Advisor

Agency: Cummins & Partners

Executive Creative Directors: Jim Ingram and Ben Couzens

Senior Art Director: Trent Hendrick

Copywriter: Tom Vizard

Group Account Director: Rod Mooseek

Senior Account Director: Steph Garner

Senior Producer: Carol Sinclair

Head of Broadcast: Chris Moore

Production Partners

Director: Patrick Hughes

Producer: Kate Merrin

Executive Producer: Corey Esse

Production Company: Finch

Post: Editors / Crayon

Post Producers: Douglas Pope + Kate Stenhouse

Editor: Peter Whitmore

Online: Jamie Scott

Grade: Martin Greer

Sound: Risk Sound

Sound Engineer: Dylan Stephens