New Men of Gold forged in Rugby campaign
On Sunday night Ogilvy & Mather Sydney is launching a TVC for the reinvigorated Qantas Wallabies, depicting the ‘Men of Gold’ being rebuilt and emerging as a new generation of players. Set in a futuristic foundry, the 30-second TVC depicts ‘Gods of Rugby’ being created in a high-tech but brutally tough environment.
The campaign aims to capture a new generation of Rugby supporters, by demonstrating
that the Wallabies have a “new heart, new blood and a new skin”.
“The Qantas Wallabies performances of the last couple of years have been below
expectations, but 2010 sees the dawning of a new era. It’s a new decade, with new and
exciting young players, new jersey and a new mindset to playing the game. The TVC
aims to reflect these changes,” said the ARU’s head of marketing, Matt Brand.
Ogilvy Sydney’s business director, Adam Lee said: “The Men of Gold have been
reinvigorated, and it’s time to reignite the fans’ passion. This is not the same old
Wallabies; they’ve broken the mould with this team. The use of the foundry helps to
capture that recreation.”
The campaign also uses the “Built by Rugby, forged in Union” tagline first created by
Ogilvy Sydney in the lead up to the 2008 season.
The campaign was developed for the ARU, and launches on pay TV and free to air on
Sunday, May 30.
Credits:
Creative Director Boris Garelja
Copywriter Dominic McCormack
Art Director: Liam Hillier
Agency Producer: Gabe Hammond
Account Management: Adam Lee, Lucy Smith
Planner: Russell Turner
Production Company: Plaza
Director: Sam Bennetts
19 Comments
That’s the Wallabies all right.
Previously lacking heart.
Now made of gold – an overweight, over-valued, girly element that melts when under fire.
Looks like they eat Nutri Grain for brekky, deodorize with Brut and then drive off in a V8 supercar.
Shame they broke the Campo/Rod McQueen/Michael Lynagh molds.
..well this is like, really shit.
haha @1.08 – beautifully put! One question, if they are made of gold, why do they wear that dreadful yellow kit?
Oh, and the ad was ordinary
Is the target 12 year old’s?
Love that ‘let’s stick a voiceover from the start to finish, just, in case, y’know, the punters don’t get the blatantly obvious’ effect.
Oh, and why give away the idea in the first five seconds? We all know what’s coming out of there – why not make it a little interesting?
It’s another 80’s spot from Ogilvy.
I agree with the post above – it’s Nutrigrain.
@1:25 You’re forgetting that Nutri-grain eating, Brut using, V8 supercar drivers are the target market.
Don’t rate the creative tho. How inspiring can athletes coming out of a factory be?
Its a well put together spot. I don’t think Nutagrain owns dark factories and I dont see any screaming rah rah boys. By that token you could say Nutagrain is a rip off of 80s Triple M commercials. I recon it’s well made and will stand out. Well done in that respect.
What I fail to see how the idea is going to attract fans of AFL. I’m a huge wallabies supporter and i want to be inspired but this doesn’t tap into the emotional dedication that the All Blacks do. Instead it points out that modern rugby players are characterless, mass produced, carbon copies.
I really want to like this work, but the idea makes me feel removed from the team I love.
Nutrigrain was exciting work when it first aired. This is not.
You can see a client like the ARU loving everything about this. It really is a joyless bit of overly literal, overcooked strategy-on-paper. And that piece of paper has client and account management fingerprints all over it.
Did this take 10 years to make it on the blog? Looks old.
The triple M commercial was a classic: funny and entertaining. An Alex Proyas and Video Paintbrush special. And it was done in the infancy of special effects. This is rubbish. Poor direction and dull.
4:58 is a director who didn’t get the job.
What is wrong with Ogilvy???
The only thing they’ve done that’s a bit worthy is the foxtel ads. Everything else is…well, ogilvy sydney.
6:04 – Chef can’t cook well if the waiters are crap.
Soooooooooo eighties.
genuine rubbish. awful. where the fuck is the human element these days?
Someone at Ogilvy please take note.
Until you do something worth promoting…don’t.
Recently we’ve had Telstra Foxtel, StGeorge, and now this.
Please…just don’t.