Famous faces call to arms for One Team in 2011 – Qantas Wallabies via Ogilvy & Mather, Sydney
Some of the biggest names in Australian sport, politics and entertainment have joined forces to urge Australians from all walks of life to come together and support the Qantas Wallabies as they take on the world in one of the most anticipated rugby seasons in recent times.
The “One Team 2011” campaign launched this week by Ogilvy & Mather Sydney, comprises a series of three TVCs featuring the Prime Minister of Australia, Julia Gillard, former Australian Prime Minister, John Howard AC, (famous among other things for wearing a Wallabies tracksuit on his morning walks), Socceroos goal keeper, Mark Schwarzer, and multiple Olympic, World, Pan Pacific and Commonwealth Games medallist, Geoff Huegill, all calling on Australian rugby fans to help support the Wallabies in this all-important season which culminates in the 2011 Rugby World Cup.
Other prominent Australians pledging their support in the campaign include two-time World Surfing Champion, Mick Fanning Australian Cricket Vice-Captain, Shane Watson, three time Olympic Gold medallist and World Record holder, Grant Hackett, Olympic Gold Medal diver, Matthew Mitcham, retired leader of the Australian Defence Forces, General Peter Cosgrove AC, MC, renowned chef Neil Perry, Channel 9 Today Show hosts Karl Stefanovic and Lisa Wilkinson and Channel 9 personality, Natalie Gruzlewski. It marks the fourth Wallabies campaign that Ogilvy Sydney has produced in partnership with the ARU, which has been a client since 2008.
“We used some of the biggest names in Australian sport, politics and entertainment to show that
regardless of who you are, or where you come from, you’re invited to be part of One Team 2011,”
explained Ogilvy’s Business Director, Adam Lee.
“The campaign is essentially a call to arms for the nation to get behind the Qantas Wallabies as they take on the toughest teams in the world, in what is undoubtedly one of the most anticipated rugby seasons of recent times. It’s about people from all walks of life coming together to support this young and exciting Wallabies team. From passionate rugby fans and sports lovers to people who enjoy supporting any Australian team on the world stage, this campaign is about getting people to stand together as one, to show their support and be part of One Team 2011.”
The TVCs also feature dramatic match footage set to the track “Mind Heist”, featured in the film
Inception. The three TVCs mark the first part of the campaign, which also comprises radio, press and digital. The One Team 2011 campaign runs through to August.
11 Comments
Got a few goosebumps going. We just might be in with a chance for the cup.
Back to reality. How depressing after seeing great Cannes work.
What fool allowed the idea to stray from stars of other sports? That worked in a cognitive dissonance kind of way. Tom, step in.
Probably the best brief in the country and they did that.
Ironically, the best thing they’ve done in recent times was a full page ad about a man famous for great ads about doing great ads from an agency that no longer does them.
Good work on the music – it does elevate a pretty simple celerity endorsement spot into a more of an eye catcher —
Well done, Ogilvy!
Encore!
I find it very entertaining watching the Ogilvy publicity machine struggle for relevance. They promote things everyone else does everyday, but sees as everyday business. It’s like watching a fish gasping for breath out of water. Oh we all get a chuckle.
All their work is appalling. Forget Cannes, what did they do in the local scene? Anyone?
There’s this pathetic spot. The rapping Europeans after eating noodles. The what about me spot. The fact that they’ve formed some club for all their groovy Gen Y’ers, who got a group photo. The new ECD they grabbed from some super shop in America. The new leader they’ve brought to lead the charge, who hasn’t done a thing.
Bravo! Give us more!
What incredible news does Ogilvy have for us next? I for one cannot wait!
The lowest popularity PM in a generation, the second tier TV brekky team, some hot bird that hosts farmer wants a wife, and topped off by a few dudes I dont even know. This is comedy gold! If only somehow John Howard could have gone into war cry mode “Push em back, push em back, waaaay bay!”. It’s a litany of people that have had their day and have either retired or should consider it an immediate option. Bring me more of this joy! Certainly it’s a contrast to last year’s V8/Nutri Grain number. I’m actually not sure what the brand is now. Is there a brand? Is it about the players, or is it about the sport or is it about the feeling it gives me, the spectator? If it makes me feel like Julia Gillard then I’m out. The only feeling it gave me was a bit of a trouser twitch (Farmer wants a wife should be on twice a year, obviously). At least we know League is about Mad Monday and a Bun Hunt. Whats Union about?
Who does this song?
CD:
This is the best brief in the country and if you two can’t come up with something mind-blowing, you should move to Byron right now and open a sandwich shop.
Creatives:
We’ve got three ideas. Two are kick arse and the third is we put some prominent Aussies in Wallabies Jerseys and they say stuff to camera or something.
CD to client:
This is an enormous opportunity to do something amazing, so my recommendation is kick arse idea number one.
Suit to CD:
They want the “people in Wallabies jerseys” idea. Lunch?
Creatives:
Okay, we’ll get Hugh Jackman, Cate Blanchett, Mark Webber, and the girl with the teeth who sailed around the world and they’re all climbing a mountain…
Agency Producer:
You can have the Today Show hosts and the gay Olympic diver in a studio. Lunch?
Creatives:
Okay, well it’s all about the players anyway so we’ll do this superhero thing where we…
Producer:
A shoot with the players will cost a couple of hundred grand and we don’t have the budget…
Creatives:
It’s about Rugby. We NEED the players…
Producer:
You can have the players for half an hour on Tuesday night during training in Coffs Harbour but you must show at least 4 of them in every shot and you can’t do anything with Drew Mitchell and they have to be wearing their tracksuits and none of them can memorise lines.
Creatives:
What if we just show a bunch of clips from previous World Cup games?
Producer:
Tri nations games. Seriously guys, lunch?
Creatives:
Let’s get Middleditch or Steve or Garth or Denneen…
Producer:
You’ll get whoever’s sitting in the lunch room at Plush.
Plush Director:
It’ll be amazing, rousing, fucking epic!
Editor:
It’s a Footy Show Promo.
CD:
Fuck… Um… What if we stick the ‘Inception’ music on it?
Producer:
That’ll cost a couple of hundred grand.
CD:
Done. Lunch?
Hard to top that, 8:34. Very depressing business, innit? Lunch?
I’m all in?
Perfect, if the Wallabies were the APL team heading to Vegas for the World Series of Poker this month.
Hell, I might reedit it for them, throw in a couple of poker shots from high stakes replacing the rugby it’ll be more relevant.
FFS guys, this is a dream job. This is the one that got away.