Foxtel has taken footy fans behind the scenes of its Fox Footy channel offices to launch the start of its coverage of the upcoming AFL season.

Continuing the brand position ‘We’re a FoxSporting Nation’ under the new theme ‘Everyone’s team deserves to be seen’, the campaign (created with the help of TBWA Sydney) celebrates Fox Footy’s inclusive, unbiased coverage (the fact that they cover every club, big or small, every week).

The TVC is led by former Brisbane Lions captain Fox Footy expert Jonathan Brown, along with cameos from Paul Roos, Brad Johnson, Eddie McGuire and David King, as well as current AFLW player Brianna Davey and AFL player Jordan Lewis.

Craig Brooks, executive creative director at TBWA, said one of the rituals of being an everyday footy fan in Australia is a blind loyalty and love towards your team.

“This is no different for the dedicated team at Fox Footy,” he said.

Rob Farmer, director of brand marketing for content and products at Foxtel, said: “We wanted to open up the inner workings of Fox Footy, the best in the business when it comes to AFL coverage, and a cornerstone of Foxtel’s unrivalled sport offering.

“They show every team live every round, no matter how big or small, which caters for every fan’s bias.”

CREDITS

Foxtel

Director of brand marketing (content and products) – Rob Farmer

Head of brand marketing (sport) – Christopher Boyd

Brand marketing manager (sport) – Andrew Pahoff

Fox Sports

Director of publicity and marketing – Carly Loder

Head of marketing (brand and social – Chris Gross

Senior marketing executive – Sam Rix

Brand manager – Vanessa Zenon

TBWA

Executive creative director – Gary McCreadie

Deputy executive creative director – Craig Brooks

Senior art director – Mark Tallis

Senior copywriter – Cameron Dowsett

Group account director – Camilla Stapley

Senior account director – Richie Taaffe

Account manager – Cosmo Haskard

Felix (production)

Head of production – Dillon Hicks

Senior account manager – Kristie Dagg

Production House – Finch 

Director – Alex Roberts

Executive producer/ MD – Corey Esse

Producer – Amy Dymond

DOP – Adam Howden

Editor – James Ashbolt Arc Edit

Sound design – Abigail Siea and Song Zu

Post-Production – Finch VFX