Cathy Freeman, Michelle Payne, Moana Hope, Turia Pitt and Lee Lin Chin have joined with the AFL to celebrate the historic first season of the NAB AFL Women’s competition in a powerful advertising campaign launched yesterday.
Transforming the iconic 90’s AFL anthem, “I’d like to see that”, the ad also features young surf sensation Sabre Norris, Melbourne FC captain Nathan Jones, broadcaster Kelli Underwood and retired Richmond champion Matthew Richardson.
The AFL brought together leading Australian female creatives including Creative Lead and owner of Venus Communications Agency Bec Brideson, Writer Jane Caro, Art Director Tisha Lazaro, along with AFL Marketing and Brand strategy lead Jemma Wong, and Innovation lead Kylie Robertson. Documentary Filmmaker Celeste Geer directed the film.
You can watch the video here.
The ad follows closely the 1994 advertisement that was created for the AFL by Campaign Palace, led by executive creative director Warren Brown, and retains the original track Unbelievable by EMF.
“The campaign reflects the change and revolution in our game, and I thank the women and men who participated in the ad,” AFL Chief Executive Gillon McLachlan said. It is a very strong and powerful statement of what is at stake for our new league and for women’s sport. The AFL has been overwhelmed with the enthusiasm and support of the women’s competition over the last 12 months and now the wait is nearly over for us to see the new stars in action in their first season. We are thrilled that the players are already making their mark, empowering girls and women and being role models for a new generation of athletes. It has been very exciting to watch this unfold over the last 12 months.”
The video has been viewed more than 200,000 times in the 24 hours since it was released.