SBS has replaced its tagline with a new “brand expression” designed to celebrate diversity. It's timed to coincide with the start of the World Cup alongside the channel's broadcast partnership.
SBS chief content officer Helen Kellie said: “Over the past 40 years SBS has brought different content to our screens in news and current affairs, sport, documentary and drama. Join in is continuing that celebration of diversity and invites all Australians to embrace our differences and enjoy what it means to be Australian today.”
It was created by the SBS in-house team and Joy, with music created by Sonar Music.
The ad will air for the first time during the first Socceroos match against Chile on Saturday (14 June).
SBS is also running a digital campaign inviting fans to design their own World Cup jersey by picking their own colours and sharing the creation on Facebook.