Google aired a 120-second advertisement during half-time of Seven's coverage of the 2025 Toyota AFL Grand Final, the first time an ad of that length has run during the break in play.
The digital platform worked with EssenceMediacom, Seven and creative partner Whooskha Media to create Season in Search, a film based on millions of searches from the 2025 AFL season.
The film highlighted the Gold Coast Suns qualifying for finals for the first time, Nasiah Wanganeen-Milera leading a St Kilda comeback in Round 20, Erin Phillips being inducted to the AFL hall of fame, and the impact of the opening round being postponed due to cyclone Alfred.
"The AFL is one of the most enduring cultural moments where Australians come together to celebrate, commiserate and connect," said Leah Ferris, head of consumer marketing for YouTube, apps and platforms at Google Australia and New Zealand.
"Google Search is at the heart of footy conversation, with search trends revealing what fans truly care about throughout the season."
The advertisement was watched by more than four million people during the Grand Final.
"This campaign is the result of a bold vision and true partnership," said Stevie Douglas-Neal, managing director at EssenceMediacom Sydney.
"We've turned a sponsorship into a cultural event, positioning Google Search as a positive force for shared experience and conversation."
Beyond the broadcast, Google, Seven and the AFL are amplifying the campaign across multiple touchpoints including search Easter eggs for AFL fans, exclusive content with comedian Broden Kelly and AFL stars, and social content featuring Hawthorn's Jack Ginnivan and Nick Watson.
"The AFL Grand Final is a major cultural moment, and Seven's exclusive coverage gives brands the chance to connect meaningfully with the year's biggest audience," said Rob Maclean, national sport sales director at Seven.
"Google's 'Season in Search' is a standout example - using brand assets to enhance storytelling and forge emotional connections."
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 adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.