Wallabies step up marketing campaign

The competition is heating up between the three winter football codes, the AFL, NRL and Rugby Union. This is the latest commercial promoting the Wallabies and their 2010 Test Campaign. Tell us what you think.

This is the press release from Ogilvy & Mather, the agency behind the commercial

Press Release:

SYDNEY, May 20, 2010 – Ogilvy & Mather Sydney has forged a new TVC campaign for the reinvigorated 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.”

“It’s been a lean couple of years for the Wallabies, but 2010 sees the dawning of a new era. It’s a new decade, with a new captain, new and exciting young players, new jersey and a new mindset to playing the game. The TVC aims to reflect these changes,” said Ogilvy Sydney’s Business Director, Adam Lee.

“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. The use of the foundry helps to capture that recreation.”

Australia Rugby

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 May 30.

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

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