The NRL has launched a campaign from MJW for the start of the Telstra Premiership season, but the ad is only the start of the brief.
Launched at a function at the Sydney Opera House today, the ad features the fans of the game and the excitement generated by the product, with Robbie Williams' Let Me Entertain You as the backing track.
It’s part of a marketing strategy to demonstrate how the Premiership unites and captivates people, at every level, in the spectacle and entertainment of rugby league.
The commercial also features Greg Inglis, Johnathan Thurston, James Segeyaro, Trent Hodkinson and a number of other high profile players.
MJW executive creative director Luke Chess told AdNews that from brief to screen, the campaign took three months.
“It was quicker than they normally do,” Chess said.
“We were later with strategy than we would normally be, we wanted to make sure we got it right ... and the result you see there is a culmination of about three months of work from conception to today.”
He said the two main themes the NRL was keen to explore in the ad were the inclusiveness of the game at a grassroots level to the excitement of the game at a professional level.
However, the ad is just the start of things for the MJW-NRL partnership.
“I think probably what we've tried to do this year that hasn't been as clear in previous years is to take a two-pronged approach. Firstly doing the launch campaign but also doing a lot of strategy around the NRL in general,” Chess said.
“The 90 second ad you saw today was the Telstra Premiership launch ad, but we've done a lot of work and will continue to do a lot of work o the NRL brand broader than just the Telstra premiership as the second-prong of that.”
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