Foxtel has taken footy fans behind the scenes of the Fox Footy channel offices to launch the start of their coverage of the upcoming AFL season.
Continuing the brand position 'We're a FoxSporting Nation' introduced in 2016, TBWA Sydney has created a humorous spot for Foxtel that spoofs the act of players running onto the field.
Under the new theme 'Everyone's team deserves to be seen', the campaign aims to celebrate Fox Footy's coverage and the fact they cover every club, big or small every week.
The TVC is led by Jonathan Brown, the former Brisbane Lions captain and current Fox Footy expert.
It also stars cameos from the channel's biggest names, including Paul Roos, Brad Johnson, Eddie McGuire and David King, as well as current AFLW player Brianna Davey and AFL player Jordan Lewis.
In one ad, McGuire awkwardly breaks through a giant poster of himself.
Foxtel director of brand marketing, content and products Rob Farmer says: "We wanted to open up the inner workings of Fox Footy, the best in the business when it comes to AFL coverage, and a cornerstone of Foxtel's unrivalled sport offering. They show every team live every round, no matter how big or small, which caters for every fan's bias."
Craig Brooks, deputy executive creative director, TBWA Sydney adds: "One of the rituals of being an everyday footy fan in Australia is a blind loyalty and love towards your team. This is no different for the dedicated team at Fox Footy."
At the end of last year, Foxtel handed its creative duties for both the Foxtel brand and Fox Sports to TBWA after a competitive pitch against Clemenger BBDO Melbourne.