Ahead of the 2021 Toyota AFL Finals Series, Coles has launched its latest campaign to tell the story of why Australians love this great game so much.
The advertisement stars AFL legends Eddie Betts and Anthony McDonald-Tipungwuti, who are proud Coles ambassadors, and features a cameo appearance from cricketing great Mark Taylor.
The campaign captures the excitement and energy of the AFL, and the outstanding moments the game is famous for.
Electric Fields, known for their merging of traditional Anangu culture and electronic music, provide the soundtrack with an inspired cover of the Donna Summer disco classic ‘I Feel Love’.
AFL executive general manager of customer and commercial Kylie Rogers said the launch of this year’s finals campaign was an exciting milestone.
“This year’s home and away season has provided Australians all around the country excitement and connection. We are pleased to be able to work with Coles to launch the new campaign highlighting exactly what it is that makes our game unique,” said Rogers.
Coles chief marketing officer Lisa Ronson was delighted to now share the creative with sport loving audiences all around the country.
“We are so excited about the finals series at Coles and we are proud to have our inspirational ambassadors helping us celebrate the game with the fans. We are passionate about helping Australians lead healthier and happier lives and this ad supports our position as a proud sponsor of the AFL and AFLW – we love what the game delivers to our customers,” said Ronson.
DDB Australia’s managing director of strategy and innovation Leif Stromnes agreed.
“This work is a celebration of the AFL – the players, the teams, the fans, the passion, and Coles’ support of the game that brings us together with such great value. It was brilliant working with Coles and the AFL to stir up excitement for finals season,” said Stromnes.
Coles and the AFL announced a five-year partnership in 2020, with Coles taking the naming rights of the centre circle.
You can view the TVC here
Chief Marketing Officer – Lisa Ronson
Head of Brand & Content – Bianca Mundy
Head of Events & Sponsorships – Carmel Horvath
Marketing Manager – John Blaskett
Agency: DDB Sydney
Managing Director of Strategy and Innovation – Leif Stromnes
Creative Partner – Noah Regan
Managing Partner – Pippa O’Regan
Business Director – Madeleine King
Head of Integrated Content – Renata Barbosa
Senior Producer – Sam Harris
Music: Electric Fields, I Feel Love
Music Supervision – Level Two Music
Publishing – Universal Music and WarnerChappell
Electric Fields appear courtesy of Sony Music
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