NRL's 30 year flashback via Tina Turner and The Monkeys

5 March 2020

Creative Agency: The Monkeys

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"Backing of the game’s unofficial anthem."

The NRL has launched its 2020 marketing campaign, reviving Tina Turner’s Simply The Best track of 30 years ago.

Turner says she's honoured her famous 1990 Australian Rugby League advertisement had been revived. 

“To this day I have very fond memories of the campaign and the Grand Final performance," she says. "I can still remember climbing to the top of the Sydney Harbour Bridge at dawn to film the commercial.

"NRL chief executive Todd Greenberg says the campaign celebrates the best on and off field moments and acknowledges some of the challenges we have overcome.

“We have always stood for inclusion and the campaign addresses some of the most important social issues our game has helped shape," he says.

The campaign was created by The Monkeys, part of Accenture.

Vince Lagana, The Monkeys executive creative director, says Tina Turner’s 90s ad was an iconic moment not just for rugby league, but Australian sport.

"It brought a new legion of fans and players to the code," he says. "So it only seems fitting that we celebrate the NRL’s culture defining moments of the past 30 years, to the backing of the game’s unofficial anthem." 


NRL Marketing
Head of Marketing & Brand: Peter Jarmain
Senior Marketing Manager: Nicole Chesher
Marketing Specialist: Lani Evans
Creative Agency: The Monkeys, part of Accenture Interactive
Executive Creative Director: Vince Lagana
Creative Directors: Dan Fryer & Stuart Alexander
Writer: Michael Dawson
Producer: Wendy Gillies
Group Account Director: Ciaran Miller-Stubbs
Account Director: Anna Willis
Senior Account Manager: Ruth Peck
Senior Planner: Charlotte Marshall
Production Company: Good Oil Films
Director: Stuart McIntyre
Producers: Chana McLallen & Sam Long
Casting: Natalie Jane Harvie @ Citizen Jane
Music/Audio: Tim Bridge – Sonar Music
Music Supervisor: Anton Trailer – Trailer Media
Editor: Simon Price & Phoebe Taylor @ Arc Edit
Flame Artist: Eugene Richards @ Arc Edit
Grade: Alter Ego, Toronto

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