AFL launch new TV ad for 2013 season

Melanie Dinjaski, Yahoo!7 February 28, 2013, 5:46 pm

On Thursday the public finally got to see the much-anticipated new AFL advertisement.

Set to become a staple on our television screens for the next year, debate on the final product has begun.

Starting on a rooftop in Latin America, the tone of the ad is set. This is going to have a very international feel, free from narration with amplified Strayan accents waxing lyrical about 'greatness'.

There were no emotive fan close-ups of jubilant highs and painful lows capturing the gripping drama of sport.

Forget Johnno throwing his meat pie and beer cup in the air after a Chris Judd goal. This went in a different direction.

In a caravan trailer located in god-knows-where a man in his dressing gown smacks his TV until the static clears to reveal the canary yellow of an AFL umpire bouncing the ball. And they’re off.

Taken across almost every continent we see seemingly random people surveyed on their thoughts of Aussie Rules.

"What sport is that?" some elderly Asian woman asks, according to subtitles. (Yes, this ad requires some light reading.)

Switching to beefy US gridiron players in a locker room, we then hear what Americans think of it.

"Fo real, you see yo teef hit the floor," says one gold-toothed player. Profound.

Then some guy getting a shave from a barber in – I’m going to say Europe? – jumps out of his seat admiring Demon Jeremy Howe’s Mark of the Year grab from last season.

The globe-trotting continues as an old captain on a fishing boat in remote waters showcases his television’s incredible reception to view Cyril Rioli bamboozling defenders, before we’re right back on an American street corner quizzing a group of adolescents.

Passing judgement on Carlton’s Andrew Walker taking his 2011 Mark of the Year, there’s the clichéd comparison to a big name athlete, in this case aligning Walker with basketball royalty.

"He jumps higher than LeBron," one hoodie-clad man proclaims.

Don’t it just make you warm and fuzzy knowing AFL has been praised by random Americans?

No? Well maybe some little kids in South America who stop playing soccer to imitate Walker, will.

Still nothing? One more American might do the trick as we’re transported to an unnamed bar full of cowboys.

As the advertisement comes to an end, there’s our Buddy Franklin kicking a goal. The rooftop man mimics his celebration, and one of those gridiron players attempts to signal a goal like the umpires, as we finally see the 2013 AFL slogan – "Wherever you’re from...There’s nothing like our game."

"Australia’s Game," the tagline reads.

Despite the familiar bagpipes of Acca Dacca (that’s AC/DC for the uninitiated) blaring 'It’s A Long Way To The Top' and the proud national sentiment in claiming this wonderful game is uniquely Australian, we see very little of actual footy.

There’s no footage of last season’s grand final, a nail-biting encounter that could whet the appetite of any true Aussie Rules fan, and get them pumped for the upcoming season.

Instead it comes off like we’re just trying to impress the popular kids – namely the USA, judging by how many times they’re shown.

But what do you think?

What are your thoughts on the new advertisement?

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  1. renee06:54pm Saturday 02nd March 2013 ESTReport Abuse

    Claudia, Shut your mouth and let people think you are a fool.... open it and confirm! You obviously never read" All I need to know I learned in kindergarten"

    1 Reply
  2. 10 0
    Jazzer11:45am Friday 01st March 2013 ESTReport Abuse

    Love it

  3. 10 0
    Fairsky04:08am Friday 01st March 2013 ESTReport Abuse

    It used to be good, but I'm old and sceptible (Ithink thats how you spell it) these days. As far as I'm concerned. it is one of the greatest sports to be played on this planet, and who gives a rats if they dissagree! I haven't ,,,,,,time to go to bed

  4. 10 0
    Jenny01:36am Friday 01st March 2013 ESTReport Abuse

    I really loved the ad, thought it was great. AFL players do a lot more than just look good, they are extremely fit and i'm sure a lot of other sports (Like Gridiron) couldn't keep up. LOVE IT!!!!!

  5. 10 1
    Peter12:19am Friday 01st March 2013 ESTReport Abuse

    To All You Knockers Out There...GET #$%$! If You Can Do A Better Job What Are You waiting For,Why are You Waiting..Did ThisAd Get Your attention??? MUST OFF!!! Otherwise you would not be posting negative,halfwit comments...The Ad Is Clever,Attention even if its negative feedback...until you people come up with something better the the masses may or may not like..SHUT UP AND LIVE WITH IT..Great Ad,Great Ideas to get the worlds interest Well done the the ads producers

  6. 1 12
    Michael11:12pm Thursday 28th February 2013 ESTReport Abuse

    People in other countries are going to be seeing this for years - on those TV shows that try for a laugh by showing ridiculous ads from other countries. Just as we laughed at hilarious shampoo ads from Sweden and tampon ads from Lithuania, now foreigners will cacking themselves for years at the ludicrous, over the top footy ad from Australia. Does the AFL have any sense of class or dignity whatsover? - this is a joke.

    2 Replies
  7. 11 0
    Havachat10:28pm Thursday 28th February 2013 ESTReport Abuse

    OMG! for someone who does not enjoy Aussie Rules Footy, this advertisement made me "pumped" especially from hearing the skirls of the bagpipes.Well done advertising people.About time there is a decent ad for Aussie Rules.As for the running onto the field part,who cares.That is part and parcel of a good ad I reckon! The main thing is,this granny is pleased.

  8. Keri T08:38pm Thursday 28th February 2013 ESTReport Abuse

    I couldn't help but think the same thing...we haven't been allowed on the field for a very long time

  9. SOS7908:05pm Thursday 28th February 2013 ESTReport Abuse

    Ha! The irony of showing a crowd 'invading' the field in their promotion of the game, only to ban the practice because we live in a nanny state!