AFL launches 2021 Toyota AFL Finals Series ‘The Best of Us’ brand campaign via AFL Digital and Clemenger BBDO Melbourne
The AFL has released the 2021 Toyota AFL Finals Series brand campaign, ‘The Best of Us’, that tells the story of a season that could be the hardest fought AFL Premiership in the history of our game. The ‘Best of Us’ campaign was created internally by the AFL Digital team, with concepting provided by Clemenger BBDO Melbourne.
The campaign draws upon rousing speeches from iconic AFL coaches that speak to the events of the 2021 Toyota AFL Season including;
• Allan Jeans (575 games- St Kilda/Hawthorn/Richmond)
• Tom Hafey (522 games -Richmond/Collingwood/ Geelong Cats/Sydney Swans)
• David Parkin (518 games- Hawthorn/Carlton/Fitzroy)
• Ron Barassi (515 games- Carlton/North Melbourne/Melbourne/Sydney Swans)
• Leigh Matthews (465 games – Collingwood/Brisbane Lions)
• John Kennedy (412 games- Hawthorn/North Melbourne)
Featuring clips from some of the highs and lows of the home and away season, the campaign acknowledges the challenges and adversity that our fans, players, and clubs have overcome to get to the Finals.
Says Julian Dunne, head of marketing and content, AFL Media: “Whilst it’s been an incredibly challenging year for the whole country and our fans, it’s also been a season full of amazing games and milestones and we hope that football has provided entertainment for our passionate fans. This year’s premier will need to overcome all the hurdles thrown up this season and show great resilience to achieve the ultimate prize.
“The Toyota AFL Finals Series brings out the best in our game – the biggest matches, the best teams and players, who take their game to the next level to achieve the biggest prize.”
The AFL’s ‘Best of Us’ campaign will be supported by TV, print, radio, digital and social advertising that integrates the best moments of the season.
AFL Digital
Head of Marketing & Content: Julian Dunne
Marketing Projects Manager: Rita Khouri
Producer: Ji Lawson
Creative Director: Royce Akers
Creative Executive Producer: Donald Mayes
Post Production: AFL Digital
Editor: Alex Cottier
Sound Design: Mark Farrow Producer: Ji Lawson
Design: John Robinson
7 Comments
These famous coaches speeches were so much better the first time the AFL used them for a finals campaign. Back in the George Patts days- when AFL ads made you feel something.
https://youtu.be/NR2Vu398p_E
Um, did you mean to link to an ad done by Patts?
You’ve linked to the reference material for this latest ad.
I’m confused. Maybe you are too?
No other way of describing this, hopefully one of the codes in Australia will stand up and not make the same ad over and over again..
Yes. These original interviews where they remembered their famous speeches were filmed for and used in rhe AFL’s 2008 finals campaign. They are recycling them again- but this time without the simple conviction of seeing the coaches, and without the brave heart soundtrack. Basically without the good stuff. While we are going through rhe back catalog- AFL’s best one here.
https://youtu.be/wz7b-SmQFT0
actually most aren’t Im pretty sure Ted Witten wasn’t around in 2008, other bits are from the 1975 GF
A nice ad without the Bullshit, Agencies work of late is dialing up the cringe and wank factor x 1000 ..
George Patts ads don’t work into today’s market .. good for the time though and iconic
So So tired of reading whoever you are bagging your colleagues when no-one goes into this Business trying to make a crap Ad!
We all know the end result is subject to a 100o factors and most of them out of your control.
Why does it make you feel better to do so?
Why can’t you just review the work and just try and make your own better if you’re not happy? Be Constructive, not Destructive.
Really makes me ashamed that I’m a part of this Industry.