2012 AFL commercial - 'Australia's Game'

[grizzlym]

Terrible.

Word is they produced in-house rather than use their ad agency which has made them great ads and it shows. The production values are non-existent, the graphics are laughable, there is no idea in it whatsoever and it's like something from the early 80's.

Also with the AFL always banging on about expanding worldwide [lol as if] it seems they've accepted that they need to conquer Australia first.

Haha just read your post. It seems we're on the same wavelength.

Yep, in-house production and it shows.

 

[Righteo]

Lol, we've been playing AC/DC at our home games for years now anyway, ad is pretty lame. The 2009 one is still the best one I've seen.

 

[The AXXXMAN]

Can't watch it at work but I'm hardly impressed by this:

http://www.afl.com.au/australiasgame/tabid/18887/default.aspx

http://www.afl.com.au/australiasgame/tabid/18887/default.aspx

It's the sort of song that gets played at the MCG during the breaks ad-nauseum anyway. There are some great acts out there, surely we don't have to keep recycling 40-year old 'anthems'.

I'm not sure if it's an NFL organised thing or the teams themselves, but the intro to AC/DC's 'Hells Bells' gets a good run at many NFL matches.

 

[The AXXXMAN]

I enjoyed it

BUT

They need to modernise it if they're trying to get in touch with the kids of NSW and Qld

To connect with Western Sydney's bogan kids, they need to connect with Western Sydney's bogan parents. Seriously, take the train from Penrith to Parramatta - It's like ****in Frankston out there! The AFL know what they're doing.

 

[smasha]

Todays version.

Warning swearing in this.
[YOUTUBE]Ri5awtX9bYk[/YOUTUBE]


Just swap Beautiful metal! with Beautiful Footy!

Jack taking a speccy over 15 opponents! in the vid.

WE LIKE FOOTY AND WE LIKE IT LOUD!

 

[The_Wookie]

First advertising isnt aimed at people who already buy the product, its aimed at people who are either undecided or have never bought the product. Thats why the video features so muich footage relating to new markets, its why it uses AFL instead of Australian football. It makes sense if you think about it

Its telling for me that much of the ad features grassroots playing, as well as the elite level, and thus the "its a long way to the top if you want to rock and roll".

Could it have been done better, sure. But its a long way from appalling and much better than the Our house Bon jovi crap a certain other code is serving up.

 

[grizzlym]

First advertising isnt aimed at people who already buy the product, its aimed at people who are either undecided or have never bought the product. Thats why the video features so muich footage relating to new markets, its why it uses AFL instead of Australian football. It makes sense if you think about it

That's not true at all. Advertising can be directed at current users either to confirm their extraordinary good judgment in sticking with or choosing to use a particular product/service. In this context it can be used to defend a market against a competitor, either from within the category or outside.

Or it can simply be a brand building exercise. New audiences is but one marketing objective advertising might fulfill. I'd suggest, though, that the AFL would want this commercial to connect with current users too - the message of 'Australuan Game' seems a fairly important one given the current expansion. Above all it's a pride thing, something that generates excitement and interest.

With all that being said, where it falls over for me is it lacks a compelling idea and the execution is, well, a tad underwhelming. Contrast this with the previous ad, which, although bearing similarities with another sports ad from America was engaging and 'big'.

 

[SM]

Also anyone realise half the clips are pinched from the clubs' adds? It's like the AFL didn't even try...

 

[Costa fc]

Overall I think the message is right.

The graphics are a bit dodge and I'm not sure they got the most electric game highlights. But selling footy as the big league, our national game, is exactly the right hook.

It's a pity they undermine that whole strategy by using 'AFL' instead of 'Aussie Rules' or 'Australian Football'.

Punters might see the ad a few times a week during its initial saturation run. But you can reinforce the 'Australia's Game' message every time footy pops up in the media just by using the code's proper name. It would reinforce the ad's core message on a daily basis and wouldn't cost the AFL an extra cent.

Think it's a serious shortcoming. Wrote an article explaining why it doesn't really make marketing sense to use 'AFL' here:

http://www.costasportslogos.com/content/should-we-still-call-aussie-rules-football-afl

 

[vinum coupe]

The ad is absolutely brilliant.

Go back to shipping cartons boys and leave the big jobs to the guys that know what they are doing.

 

[Beaussie]

I read read all the posts and then watched the new ad and in my opinion it is much better than I thought it would be. I especially like how they show the indiginous kids playing the game. This is emphasising to the locals here that it is truelly an Australian game. It's got to be 100% better than the NRL ad that relies on Bon Jovi repeating "Ït's our House". The NRL are so precious here in Sydney

Just saw the ad now. I'm with you. I love it, especially the indigenous kids playing the game. Australia's game it is.

So much better than that NRL rubbish about this is our house.

 

[Byron_Clanger]

Do West Coast even play in the AFL? Couldn't tell by the video

 

[Donakebab]

After this it's good to know AC/DC playing at the GF is a lock.

 

[vinum coupe]

Do West Coast even play in the AFL? Couldn't tell by the video

Why does that even matter?

The ad is not directed at you,I could not give a stuff. In fact I can't remember any of the players. But I remember the message

"Get stuffed NRL, this turf is ours"

 

[Professor Knowall]

Overall I think the message is right.

The graphics are a bit dodge and I'm not sure they got the most electric game highlights. But selling footy as the big league, our national game, is exactly the right hook.

It's a pity they undermine that whole strategy by using 'AFL' instead of 'Aussie Rules' or 'Australian Football'.

Punters might see the ad a few times a week during its initial saturation run. But you can reinforce the 'Australia's Game' message every time footy pops up in the media just by using the code's proper name. It would reinforce the ad's core message on a daily basis and wouldn't cost the AFL an extra cent.

Think it's a serious shortcoming. Wrote an article explaining why it doesn't really make marketing sense to use 'AFL' here:

http://www.costasportslogos.com/content/should-we-still-call-aussie-rules-football-afl

Yes. No need to write up my views - Costa fc already nailed it.

 

[Stewies Power]

Anyone else see the vote they did on the AFL Facebook page asking people what band they thought should be playing in the background to the ad? AC/DC won hands down. Nearest rival was Hilltop Hoods who had less than half the votes of AC/DC.

 

[Greasyrhys]

It's better than Meatloaf for sure, and much better than this:
http://www.youtube.com/watch?v=_yraU4LW9DU&feature=youtube_gdata_player

 

[Beaussie]

It's better than Meatloaf for sure, and much better than this:
http://www.youtube.com/watch?v=_yraU4LW9DU&feature=youtube_gdata_player

Oh dear, how embarrassing. Forgot about that ad for the NRL.

 

[Mappa]

Costa, you have summed it up beautifully. Based on the naming of our game by Andrew and Politbureau (sp?), I can now say that I played over 200 games of AFL footy.

 

[Furn]

After this it's good to know AC/DC playing at the GF is a lock.

Only thing is they don't play the song from the ad live with Brian Johnson. Never have. That will be weird them playing but not playing the "anthem"

Also anyone see AD say they were having meatloaf for lunch and it would be better than he was. Funny as.

 

[Air_Chester]

The "Like To See That" ads are always going to be classics, the 2009 Dropkick Murphy's ad was just incredibly creative and a wonderful piece of marketing, and the 150 Years ad is still hilarious.

New one is pretty bush league.

 

[Plugger35]

Some classic nuggets of AFL propaganda right there, such as the suggestion that AFL = Australia's Game (not Australian football = Australia's Game).

But I think using the footage of Jack Ziebell's bump on Nick Riewoldt takes the cake. AFL condemns Ziebell with a three-match suspension, then use it in their ad to help sell tickets. Talk about mixed messages. Demetriou and co. want to clean up the game and make it more kiddy friendly, yet they can't help glorify the very things they're trying to stamp out.

Yeah I couldn't believe they included that Ziebell bump either, he did everything you're not allowed to do in today's game by leaving the ground and deliberately targeting an opponent's head. He quite rightly got suspended for it so why the hell would the AFL include that in their promo when they are so precious about making the game family friendly and stamping out head contact? Just ridiculous.

If they wanted to show how tough the game is then surely they could have found some footage of legal hard hits or tackles to include in their promo.

 

[harmesy 37]

Good song. I think that is probably AC/DC's best song.

I would have liked them to show more of Andrew Walker's mark..they sped past it a bit too much, as if high marking is something you see every day of the week...or even shown more of NicNat's mark. Krakeour's was mark of the year, but I couldn't see it in the highlight reel. Obviously Luke Darcy, who thought Krakeour's mark was clearly mark of the year and sat in on the voting panel, didn't have a say in making this video. Luke Darcy...jeepers. don't get me started....mark of the year - whilst on this topic should be voted for by the public in future please.

There is footage of pretty much every team, but they focus more on GWS I guess than most other teams/longer shots/ shorter shots on other teams....but all in all I give it the

 

[harmesy 37]

This is very arguable if you consider 56% of Australia's population live in rugby league territory. I just hope the ad is less preachy than the "Game that made Australia" ads which did serious damage to the "brand" AFL in NSW and Qld where it was seen as breathtakingly arrogant and/or patently wrong.

How would you react if the NRL launched an ad calling Rugby League Australia's game along with a Facebook page saying Rugby League is Australia's Game? Or described rugby league as "the game that made Australia"?

It is easy to belittle the strength of rugby league based on attendances and memberships which represent a different culture. I grew up in Tasmania and made the same assumptions. However, if you go to any pub in western Sydney on ANZAC Day you'll find hundreds of people there drinking and watching the footy on the big screens ... and I can assure you it won't be Collingwood and Essendon.

What do you define as "Rugby League territory" in NSW?

Wagga?
Bermagui?
Collingullie?
Ungarie?

Australian football was played in NSW prior to the English imported game of Rugby League. If it wasn't for a couple of "home-country" headmasters at certain private schools in Sydney over 100 years ago who tried to promote the "proper" English game at the expense of the Australian game very little of NSW would be playing rugby union these days anyway...and therefore Aust football would have got a foot in the door. This would have had an impact on the growth or otherwise of league.

 

[FRUMPY]

Interested to see Andrew Walker's mark is shown and not Krakeor's. Must be because it was clearly the mark of the year. We all know that Krakeor got the award because he was an aboriginal player who had been to jail and come back to AFL and succeeded. It was a 'great story' for the AFL.

This ad clearly shows who they liked better and for that matter NicNat and Peddars were also shown.