Australian retailer Coles activated its AFL partnership ahead of the 2021 Toyota AFL Finals Series through a campaign called ‘The Best Value Game On Earth’ which showcases why Aussie’s love the game.
Ahead of the 27 August start of the 2021 Toyota AFL Finals Series, a strong line up of sporting superstars – from the AFL and beyond – share their love for the sport in the supermarket’s campaign conceived and created by agency DDB Sydney.
The hero television commercial features Coles athlete ambassadors and AFL stars Eddie Betts and Anthony McDonald-Tipungwuti, as well as a cameo from cricketing great Mark Taylor. It seeks to captures the energy and excitement of the AFL and showcase some of the outstanding moments that the game is so famous for.
The spearhead spot is set to an inspired cover of the Donna Summer disco classic ‘I Feel Love’ by Electric Fields: a band known for merging traditional Anangu culture and electronic music (with music supervision by Level Two Music and publisher Universal Music, Warner and Sony Music Publishing).
“This year’s home and away season has provided Australians all around the country excitement and connection,” commented AFL Customer and Commercial Executive General Manager Kylie Roger. “We are pleased to be able to work with Coles to launch the new campaign highlighting exactly what it is that makes our game unique.”
Coles Chief Marketing Officer Lisa Ronson added: “We are so excited about the finals series at Coles and we are proud to have our inspirational ambassadors helping us celebrate the game with the fans. We are passionate about helping Australians lead healthier and happier lives and this ad supports our position as a proud sponsor of the AFL and AFLW – we love what the game delivers to our customers.”
DDB Australia Managing Director Of Strategy And Innovation said: “This work is a celebration of the AFL – the players, the teams, the fans, the passion, and Coles’ support of the game that brings us together with such great value. It was brilliant working with Coles and the AFL to stir up excitement for finals season.”
The campaign was briefed by Coles Chief Marketing Officer Lisa Ronson, Head of Brand & Content Bianca Mundy, Head of Events & Sponsorships Carmel Horvath and Marketing Manager John Blaskett by DDB Sydney.
The group who worked on the project at the creative agency included Managing Director of Strategy and Innovation Leif Stromnes, Creative Partner Noah Regan,
Managing Partner Pippa O’Regan, Business Director Madeleine King, Head of Integrated Content Renata Barbosa and Senior Producer Sam Harris.
Comment:
Coles and the AFL first announced a five-year partnership back in 2020 in a deal that saw Coles’ package include the naming rights to the playing field centre circle.
Leave a comment
You must be logged in to post a comment.