Hyundai A-League proclaims “We are Football” in new campaign via BMF – 60″ TVC airs tonight
“We are Football” is starting to become the rallying cry of football fans around the country, and is at the centre of the integrated campaign via BMF Sydney to launch Season 7 of the Hyundai A-League.
The campaign kicked off on 8 September with a teaser DM and online component, and includes outdoor, print, and digital. The 60 sec TVC airs tonight and two x 30 sec TVC’s will go live in two weeks – screening on free-to-air and subscription TV nationally, and in New Zealand from 8 October to mark the season 7 Hyundai A-League launch.
The campaign aims to unite the millions of football fans around Australia, to inspire them and encourage them to show their support by getting to a game.
Lyall Gorman, head of the Hyundai A-League, said the idea behind the campaign is to empower fans and make them proud of their league: “Rather than apologising for being a football fan, the idea of ‘We are Football’ is that it’s something to be celebrated. It’s a call for unity, for the football family to come together as one”.
Says Dennis Koutoulogenis, BMF creative director: “I love football. And there are millions of Australians who are also passionate about the game. They are the heart and soul of football in this country. ‘We are Football’ recognises this. It’s a statement of pride, and a call for fans to get behind our game, and our league.”
22 Comments
Wow, how do you actually manage to turn one of the greatest games into one of the most underwhelming campaigns of the year? The NRL, AFL, Hockey and even Lawn Bowls must be laughing.
BMF back to producing average TV after peaking with their Beer/Deer ad. Obviously their beer TV work was just a blip on their chart not to be repeated
Fuck me , that’s really, really boring…..i struggled to get through it and only then in the vain hope that something was going to happen, but it didn’t.
Am I meant to be fired up about football now? Because I am!!!
Can’t believe we continue to create this kind of cliched crap for A-League!!!!
JESUS!!!!!!!!
The old ‘getting ready for, then going to the game’ idea.
The keys on the table, expectant child, screaming pundits.
never seen that before.
All we need is ‘two tribes’ and every footballing cliche is covered.
And the red card doesn’t really work in black and white does it?
Transfer market beckons.
Am I meant to be fired up about football now? Because I am!!!
Can’t believe we continue to create this kind of cliched crap for A-League!!!!
JESUS!!!!!!!!
If you look carefully you’ll notice that the stands in most of the shots are empty……that’s because they kick the ball rather than run with it. Wrong code, wrong country…
Would have kept that one quiet BMF.
i suspect that BMF is working for the other football codes on the side.
You can polish a turd, and this is nicely polished, but it’s still a turd.
Football (soccer) is all about passion. This has none and worst still feels to be full of justification. Such a missed opportunity.
I’m glad there is a marketing presence being put out there for a change.
Seems to me that football fans love the ad:
http://www.youtube.com/watch?v=z25TdbfM6TM
Red card to the agency
The only problem is “football” to the vast majority of Australians is something other than the round ball game. A bit arrogant don’t you think?
@Fan you clearly work for BMF. This spot is woefully unoriginal. In fact, BMF havent done any decent work for the FFA since they won it.
looks like a promo
Tough client with no cash. I see foxtel game footage. Black and white treatment to tie in the new footage shot with the game footage.
Lowe’s ads were shit loads better.
They left Lowe for this…?
For real opinions, visit:
http://www.youtube.com/watch?v=z25TdbfM6TM&feature=channel_video_title
BMF. Win.
As a person who follows football in this country closely, I imagine the brief for this job was to get the message across to the many fans, some old, some young, who hail from differing backgrounds and still have allegiances with their old clubs founded on ethnic lines and the competition they were once involved in to get involved with the A-League and make them feel part of it as many don’t.
In this regard it fits the brief. As a film designed to convert others to the game it probably doesn’t excite. But they don’t really matter as they aren’t who this is talking to. It’s more a uniting call to the true lovers of the game and by that I don’t mean people who follow the EPL and claim a relationship with a corporate giant but the punters who go to the small grounds all around the world and follow the small local clubs that come from their home town or district because they have an emotional connection with the team.
So job well done.
Oh and for the naysers about football in this country, here’s an interesting note. A wealthy Indonesian family is in the process of taking a major share in the Brisbane team. I believe part of their plan is to expose the game to their local market. Now if you look at the purchasing power of the middle class or even the entire population in Indonesia you are starting to talk about a product that could attract, in advertising terms and sponsorship, more cash than the AFL and NRL combined.
Football is the greatest game in the country AND The Victory is of course the best team going around, but please – this ad is flat. I understand A-league probably have NO BUDGET for any big ad and this was done internally at the ad agency, and it looks like it. However, how did their old ads look so good? I’ve watched promos recently on SBS that inspire more passion! There are better fan videos on Youtube that contain genuine fans and more hits. Please A-League do more!
start w fans getting ready and climax w a goal. bmf-off! seen better premier league promos…