AFL launches 2016 Toyota AFL Premiership Season TVC via Cummins&Partners, Melbourne
CB First: The AFL marks the launch of the 2016 Toyota AFL premiership season with the latest creative work under the ‘You Make The Game’ platform via Cummins&Partners, Melbourne.
The TV spot, which went to air at 6.30pm tonight on Channel 7, celebrates the role that the fans and supporters have had in building our great game of AFL over the years, and that fueling all the on field action is a passionate supporter base.
The campaign features crowds of supporters over the years, stitched together to create a continual story, celebrating some of the greatest moments of the game. The soundscape features a similar technique with some of the best known voices in the AFL, the commentators, coming together to call the action.
Says Julian Dunne, AFL Head of Marketing & Insights: “The atmosphere at footy games make the live experience truly unique, both our new and traditional fans tell us this consistently. We have some of the most loyal and passionate fans in the world and we wanted to ensure our season launch campaign reflected the role that our supporters play in the game. The objective of the campaign was to communicate this to our fans and really build anticipation for the start of the season”.
Says Jim Ingram, Executive Creative Director of Cummins&Partners: “The AFL challenged us to create something epic and original, and we’d like to think we’ve done that. Further, we’ve tried to balance capturing the energy and excitement of the game, without relying on footage of players taking species, and kicking bananas”.
The campaign comes to life across multiple assets developed by Cummins&Partners and AFL Media.
The AFL football season kicks off on March 24 when Richmond take on Carlton at the MCG. afl.com.au
AFL:
Darren Birch – General Manager – Commercial Operations
Julian Dunne, Head of Marketing & Insights
Jemma Wong, Marketing Manager – Brand
Cummins&Partners:
Jim Ingram and Ben Couzens, Executive Creative Directors
Trent Hendrick, Senior Art Director
Tom Vizard, Copywriter
Heath Collins, Art Director
Liam Jenkins, Copywriter
Rod Mooseek, Group Account Director
Ollie Ward, Senior Integration Director
Shane Mitropoulos, Integration Manager
Jess Thompson, Head of Broadcast
Naomi Nienaber, Senior Producer
Adam Ferrier, Chief Strategy Officer
Finch, Production Company:
Patrick Hughes, Director
Kate Merrin, Producer
Corey Essey, Managing Director, Executive Producer
Ari Wegner, DoP
Post Production:
Don Mayes – Senior Audio Producer, AFL Media
Mark Farrow – Sound Designer, AFL Media
Michael Houlahan – Offline Editor
Finch Post & Blockhead, Post Production
Dmitri Golovko, Original Music Composition
35 Comments
The best AFL ad since the one I did.
Cummins Melbs are doing some good things
Pretty cool ad. Gave me tingles. Nicely done.
I like the thought of this, but I honestly find it a bit flat. I don’t feel anticipation about the season. I think there was more anticipation about last night’s Footy Show.
KOOTA TVC
Love it Trent. Stunning!
Solid idea brilliantly executed.
I’m so pumped to go see other fans cheering! That’s why I go to the footy. To watch fans! FANS! CARN THE FANS!!
Mate, you obviously work there. Newsflash for you – Cummins Melbs aren’t doing any particularly good things. This isn’t that good, nor is that Jeep promo thingy, nor is anything else they’ve produced recently.
Lots of new business, still no work.
Brilliant production, corny, flat finish.
Easily the best AFL ad since A League Of Its Own. Well done
They’re a good agency. And Doritos was good. So what more do you expect?
No agency drinks Kool Aid as potent as these guys. The latest “MADC Event” is further evidence
Very ordinary. No emotion, no connection with an amazing game.
Good.Yep.
Clever production.
Great?
Nah…. It’s the footy, not the fans.
But I guess AF is all over it.
‘Real history of AFL’ was better…that one with the different sports in it- better.
“I’d like to see that!” – better.
@strong… I would expect the ad to get me excited about the upcoming season and tap into what happens ON THE FIELD rather than bore me with a retrospective of fans waving flags. Why would I pay to go and see that? Also, just be clear on exactly what role C&P played in the Doritos ad…
Flat as s tack.
I got shivers in the Leo Barry bit. I reckon this is great!
Yup, the fans make the game.
@clarity Cummins roll in the Doritos is clear. They wrote the ad.
Also I think with sporting code launches there is an understanding he networks will show a bucket load of sporting images so the agencies challenge is to look for other ways to add excitement. Or meet the challenges of the code.
Also you seem like a dick.
Impartial observer.
ffsake – let’s have a dig again at someone attempting to do something semi-watchable. this is beautifully produced and as an AFL fan – it resonated with me. No I don’t work for cummins and tbh, I couldn’t give a shit which agency it came from. In a climate where beer ads have gone to shit and timid clients are rife, we should be celebrating any attempt at something creative, not panning it. This ad is v well done, on point, and better than 99% of the crap you’ll get served on your tv screen next time you switch it on.
Don’t tell me something, make me feel something. This has no genuine emotion whatsoever and goes to the heart of Cummins work, executions with little understanding of what gets to people. ‘You make the game’ – thank you AFL, really?
A clever ad with good use of insight.. Very smart. Well done AFL and C&P
Nah I don’t, I do like the work the are doing but going by your comments your work is probably a lot better.
http://www.campaignlive.co.uk/article/barclays-thank-you-bartle-bogle-hegarty/1207714
Oh yes, that’s much better of course. It’s English.
Stock footage ad with a lame strategy and terribly corny ending.
I’m surprised they could afford that. Looks like the production people made a lot out of not much money. Good on them for that.
I can tell they got asked to change the voice over. “More positive.”
Huge client, tonne of money, Hollywood director, top production company and they still couldn’t get it right. Australian advertising is in a butt-load of trouble.
Looks amazing but doesnt exactly get you pumped up for the season.
Yeah, let’s defend a well worn strategy when it’s true, blue Aussie
The best AFL ad in ages. Hats off.
I feel sorry for the agency who clearly had this ridiculous approach pushed on them by marketers at the AFL who have no idea what they are doing. Terrible. One star.
This ad is pretty good… up until the ending. The parts written by commentators work, while the parts written by the agency is *yawn* boring. Completely ruins the excellent build up. It’s like watching a footy sail through the air only to hit the post. Visually the ad is great – the travelling through time and the effect work well. Such a shame about the ending.
Interesting that the Essendon fans are shown with the Last Post. In memory of the death of their club’s reputation perhaps?