A team of AFLW stars joined together the share the cons, downsides and negatives for Aussie fans following the league in an ironic, comic and tongue-in-cheek, public service announcement style spot by Furphy.
The Lion-owned challenger beer brand, which often takes a comic tone in its marketing, sponsors four AFLW clubs (alongside their male AFL counterparts) and takes a reverse psychology approach to championing a more inclusive footy culture by highlighting the sometimes unkind and occasionally cruel criticism levelled at the women’s game.
Created by agency Banter (with CUB Films, UM and Affinity), the marketing initiative highlights some of the pitfalls of supporting AFLW teams whilst actually highlighting the league’s skills and sportsmanship.
The ad also celebrates the local flavour and atmosphere at AFLW matches: something which it feels offers fans a chance to watch elite, professional football up close at their local, community grounds.
The creative is fronted by female stars from the four teams sponsored by CUB/Lion brand – Melbourne Demons, St Kilda Saints, Richmond Tigers and the Sydney Swans – who featured in a playful hero commercial.
“We kick like girls” says Tigers’ Bec Miller as the spot showcases footage of epic AFLW kicks.
“Our smaller bodies mean our speccies aren’t spectacular” adds Saints’ Hannah Priest and Alana Woodward as the spot cuts to a series of sensational AFLW marks.
“Because we paint our nails, we’re not as tough as nails,” states Brooke Lochland of the Sydney Swans as the myth is debunked by footage of dramatic female tackles.
Furphy – Don't Support The AFLW – HERO from Banter on Vimeo.
“This latest season has already delivered some thrilling, nail biting matches, which is a testament to the incredible skills of these athletes,” commented Lion CMO Anubha Sahasrabuddhe. “In spite of – and because of – some erroneous ideas about female AFL athletes, we felt compelled to show why this league is even more worthy of our recognition and attention for Aussie sports lovers.”
“The experience is vastly different to being in a packed MCG stadium, but the local vibe and $10 a ticket is why fans flock to the games,” continued Sahasrabuddhe. “Just like our beer is for everyone to enjoy, we believe footy is for all teams and all fans!”
Banter Co-Founder Paul Den added: “It’s been such a rewarding journey to be part of this campaign and bring Lion’s vision to life. It’s great to see a brand like Furphy supporting female athletes in a way that really shows off their remarkable skills. The AFLW has a bright future ahead of it and it’s a treat to be part of that.”
Comment
The NAB AFLW is one of the fastest growing and most popular female sports leagues in Australia and his steadily rising in popularity: especially since its 2019 ‘This Is GenW’ brand refresh and benefits from increasing sponsor support with recent standout campaigns including Special K’s ‘Rise With Us’ and Chemist Warehouse’s ‘Future Of The Game’.
This campaign also follows hot on the heels of Furphy’s recent AFL Grand Final ‘Ball Cap’ campaign in September 2022.
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