Nine reveals first campaigns for State of Originality

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 10 June 2021

Nine has unveiled a selection of entries in its State of Originality competition as part of the first game of the State of Origin series.

South Australia Tourism, Google, McDonald’s, and Bundaberg are among the major brands in the mix for the competition so far, with the winner to take more than $1 million in advertising inventory across Nine’s TV, radio, digital, and print assets.

The competition aims to push the creativity in Australia’s advertising industry, similar to the calibre of ads seen during the US’ Super Bowl game. Nine will unveil new entries during each of the three State of Origin games, which will then be judged by a panel of advertising experts; The Monkeys CCO Tara Ford; Howatson+White CCO Ant White; 3AW Breakfast co-host Russel Howcroft; and former CEO of BBH, founder of MakeLoveNotPorn Cindy Gallop.

Last night, during Game 1 the four campaigns revealed were a new commercial by SA Tourism, “For those who want a little more”, entered by TBWA Adelaide/Wavemaker, Google’s “Help” entered by Colenso BBDO NZ/PHD, McDonald’s “End of Night NSW”, entered by DDB Worldwide/OMD; and Bundaberg’s “Australia’s most famous cocktail: Bundy and Cola”, entered by Leo Burnett/Foundation.

SA Tourism, TBWA Adelaide/Wavemaker: For those who want a little more


Google, Colenso BBDO NZ/PHD: Help


McDonald's, DDB Worldwide/OMD: End of Night


Bundaberg, Leo Burnett/Foundation: Australia’s most famous cocktail: Bundy and Cola


“We could not be happier with the ads that have entered our State of Originality,” Powered director Liana Dubois says.

“These first four ads highlight the incredible creativity that exists within Australian adland, and they have taken advantage of the unique platform that is the State of Origin to reach an audience of millions of Australians.

“Our goal in creating State of Originality is to drive new creativity and ensure the advertising on screen is as entertaining and engaging as the footy on the field.”

When the final list of entries is unveiled at the end of State of Origin Game 3, Nine will open a public judging component, with 20% of the voting going to votes cast via the Wide World of Sports website. Entries remain open until Game 3 of the State of Origin.


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