AFL aims to evoke national pride in 'uniquely Aussie' game

AFL aims to evoke national pride in 'uniquely Aussie' game

The uniqueness of Aussie rules is the star of the “international scale campaign” for the 2013 AFL season.

The television ad, created by George Patterson Y&R, features the game being shown to people from around the world for the first time.

Andrew Demetriou, chief executive officer of the AFL, said the campaign builds on last year’s push which marketed it as ‘Australia’s Game’.

“This year’s campaign takes us beyond our own country and reminds us why Australian football is truly great and uniquely Australian,” Demetriou said.

“Whether it is the remarkable on-field feats of current champions like Lance Franklin or Jobe Watson, or the story of Nicky Winmar famously lifting his St Kilda jumper, Australia’s Game is steeped in the extraordinary.

“Australian fans have always been aware of our players’ extraordinary feats but through this campaign we can see that this is a sentiment shared the world over.”

Ben Coulson, chief creative officer of Y&R Australia/New Zealand, added: “AFL is a unique product to advertise. It’s one of the country's cultural icons and shiniest brands. It is passionately followed, discussed, debated and dissected by millions of Aussies and the media every day."

"So it comes with a big challenge – make sure the ads live up to the product. It's got to be big, exciting, surprising and show off the amazing skills of our game. It's one of the jobs that makes working in the ad game an absolute thrill.”

Credits: client AFL, agency GPY&R Melbourne, executive creative director Ben Coulson, senior writer Alex Wadelton, senior art director Paul Meates, agency executive producer Romanca Jasinski, production company Exit Films, director Steve Carroll, producer Tobias Webster, cinematographer Ryley Brown, sound Alec Mcloskey, editor Graeme Pereira, The Butchery, online Jon Holmes, The Refinery, music ACDC ‘Long Way to the Top’

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