Bowls Australia seeks 'local legends' in first major campaign

Josh McDonnell
By Josh McDonnell | 5 December 2019

Bowls Australia is calling on local legends across Australia to join their local bowls club in their new campaign.

The spot released just ahead of summer, is reaching out to those looking for a team sport that’s not as physically-demanding in comparison to sports such as footy and netball.

The campaign was created by specialist sports marketing agency Ballpark and launches alongside the World Bowls Challenge across SBS and Fox Sports as well as through radio, print, social and cinema. 

With the game of bowls generally seen as a sport for ‘old white blokes’, or a barefoot weekend activity leisurely enjoyed over a couple of drinks, the campaign is aimed at those aged 30 to 50 who have previously played more physically challenging sports but are looking for something more "kind on their body" while still offering a competitive challenge.

With Australia often being described as ‘sports-mad’ the campaign plays on the "welcoming, larrikin personality" of both the game and its players.

Shot in slow motion, and accompanied by Wagner’s Ride Of The Valkyries, the spot sees an underdog team deliver a pivotal bowl. The music builds, as we see the bowl roll to unexpected victory landing triumphantly as the club goes wild.

“It’s great we’ve produced a campaign which not only speaks to an often-forgotten audience, but also speaks to the inclusivity of the game and its fun, but competitive spirit for all players," Bowls Australia CEO Neil Dalrymple says.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus