Waltzing Matilda's.
Football Australia is preparing for the AFC Women’s Asian Cup 2026 with the CommBank Matildas in a campaign via Ogilvy.
Ogilvy Melbourne managing partner Danielle Chapman said the new campaign had been developed in a way that utilised strong recall for ’Til it’s Done’ while providing an updated take on how and why the CommBank Matildas are held in such high esteem.
“When 'Til It’s Done was first launched several years ago, it became unmistakably linked to a team that captured the nation’s attention and imagination,” said Chapman.
“And as they head to another international challenge, we wanted to ensure that same support could be garnered in a creative approach that used this highly successful, long-term sports brand position in a way that also felt new.”
The campaign will appear from this week across TV and BVOD, social and OLV.
Ogilvy Melbourne group creative director Josh Murrell said Waltzing Matilda has long been associated with a carefree spirit, and this film uses that contrast to redefine what it means to “waltz” with the Matildas, setting the song’s lightness against the discipline and intensity behind the team’s preparation.
“Having the bush-ballad’s lyrics delivered by a 14-year-old with quiet emotion contrasts with the contemporary, high-intensity visuals included in the campaign,” said Murrell.
“The result balances heritage with high performance, creating a film that feels gritty and driven by modern ambition – just like our Tillies.”
Football Australia chief executive officer, Martin Kugeler said the CommBank Matildas captivated the nation in 2023, bringing people together in a way few teams ever do. Their performances, spirit, and connection with fans created moments that Australians will remember forever.
“With another major home tournament on the horizon, there’s a real opportunity for the team to once again inspire and engage supporters across the country,” Kugeler said.
“This campaign draws on the team's namesake, ‘Waltzing Matilda,’ as a nod to the resilience, determination and bravery people see in this team. We hope it encourages Australians to get behind the CommBank Matildas as they once again play a major tournament on home soil."
Credits:
Nicole Zosh – General Manager, Marketing – Football Australia
Angus Johnstone - Marketing Manager ‑ Women's Football and Competitions
Ryan Ostle - Creative Manager at Football Australia
Strategy, Creative, Production – Ogilvy
Production - WPP Production
Voice-over artist: Olivia-Rose Hodgkins
Director: VERSUS (Tanya Babić & Jason Sukadana)
Music + sound: OTIS
