The AFL and Channel 7 launch ‘Don’t Believe in Never’ TV program via Clems Melbourne + FINCH
Following the successful launch of the AFL’s new creative platform ‘Don’t Believe in Never’, Channel 7 has commissioned the AFL and Clemenger BBDO Melbourne to produce a 30- minute TV program.
Airing tonight, Thursday March 22, following the 2018 Toyota AFL Premiership Season opening match between the reigning AFL Premiers the Richmond Football Club and the Carlton Football Club, the program titled ‘Don’t Believe in Never’ is an extended version of the short film featuring Richmond launched last week. Featuring coach Damien Hardwick, captain Trent Cotchin, and 2017 Brownlow Medalist Dustin Martin, it plots the highs and lows of the 2016 and 2017 seasons, culminating in Richmond’s stunning 2017 Toyota AFL Grand Final win.
Says Julian Dunne, head of marketing and insights, AFL: “The AFL has been delighted with the reaction to our ‘Don’t Believe in Never’ campaign so far. The three short films have organically reached over four million people, and we had so much additional interview material from the Richmond Football Club’s ‘Never’ story that we approached Channel 7 to see if they’d be interested in airing an extended version and I’m delighted to say they jumped at the opportunity.”
Says Simon Lamplough, managing director of Clemenger BBDO Melbourne: “The ‘Don’t Believe in Never’ platform is full of potential. It’s been great to see it come to life and this opportunity with Channel 7 is one of many we hope to realise with a range of AFL media and sponsorship partners this season. A big thank you to the AFL, Clemenger, Channel 7 and Finch teams for making it happen. 30 minutes of broadcast airtime is something you don’t get offered every day so I’m delighted we’ve been able to do it justice.”
6 Comments
That is terrible copywriting.
I bet it was originally “Never believe in never” and the client changed it.
An ad that people actually want to see more of? That’s got to be something of a rarity these days. Whilst everyone preach’s the gospel of content, how many people are creating stories with enough quality to command half and hour of primetime?
Bravo to all involved, and to the rest of us, a benchmark to aim for.
Seen two of them and they’re brilliant.
But yer breaking the copywriting rules, didn’t they teach ye anything in Award School?
When your work has been made into a TV program let’s chat. Until then, keep teaching copy school and enjoy your retirement.