new a-league ad out this week

[marinermick]

andyj said:

Where did the opening information come from Mick?

tard forum

FFA Press Release

New TV Commercial Launched for Hyundai A-League 2007/08 Season

Building on the outstanding success and massive popularity that the Hyundai A-League has generated in only two seasons, Football Federation Australia (FFA) & award winning advertising agency Lowe Hunt have created an emotion-filled campaign of epic scale for the launch of the Hyundai A-League 2007/08 season.

This year the focus turns to the fans and the unique atmosphere experienced at live matches. In specially commissioned research it was found that both fans and non-fans agree the ‘en masse’ spectacle of colour, and the synchronised continuous chanting and movement is what makes the Hyundai A-League a totally unique and exciting sports entertainment experience, quite unlike any other in Australia.

This was the powerful proposition for the new campaign and the inspiration for the visually arresting and compelling creative.

“With the help of its unique fans, Football is now defining its own distinctive and very positive place in the Australian sporting landscape,” said Geoff Parmenter, FFA Head of Marketing, Communication & Strategy.

”This campaign is about celebrating the infectious atmosphere at the Hyundai A-League which comes from the fans’ collective experience and expression of emotional extremes throughout the whole 90 minutes of each and every game. And it was vital that this was presented in a visually striking manner true to the brand, and we feel the creative really achieves this,” concluded Parmenter.

Introducing a new line “90 minutes, 90 emotions” the brand and retail campaign will run across cinema, commercial and subscription TV, viral, web, print, radio and experiential from August onwards.

“We knew we needed to be true to the scale and youth appeal of the first two campaigns, showing the power and atmosphere in a fresh way, not how you might see a game broadcast” said Kit Lansdell, Board Account Director – Lowe Hunt.

The creative team behind the campaign Neil McGuirk and Ben Smith commented “the idea for the campaign came from our experience at the Hyundai A-League 2007 Grand Final between Melbourne Victory and Adelaide United where we saw first hand the electric atmosphere. We wanted to dramatise the shared emotional roller-coaster that comes from being a fan at the Hyundai A-League.”

The TVC dramatises the collective experiences of the fans, from the emotional highs of celebrating a goal to the crashing despair of a red card, finishing with the pulsating energy of the crowd bursting out of the stadium into the city itself.

Shot by one of Australia’s hottest new directors Michael Spiccia and the Oscar-winning DOP Russell Boyd, it features players from all Eight Hyundai A-League clubs and also a group of dedicated supporters who braved the freezing conditions of an April night in Melbourne to provide the crowds scenes.

The epic music track used in the TVC is “Reign” by UNKLE, the UK duo of James Lavelle and Richard File, in collaboration with former Stone Roses vocalist Ian Brown.

The spectacular special effects were created by FIN using software pioneered for The Lord of the Rings trilogy.

The commercial will be appearing in Australia & New Zealand cinemas from today and on television from Sunday 19th August.

To get a sneak peak of the TVC, log onto www.a-league.com.au

-ends-

Credits

Football Federation Australia
- Geoff Parmenter (Head of Marketing, Communication & Strategy)
- Peter Jarmain (Marketing Manager - Hyundai A-League)

Lowe Hunt
- Dejan Rasic (Creative Director)
- Ben Smith & Neil McGuirk (Creative Team)
- Kit Lansdell (Board Account Director)
- Darren Bailey (Head of Production)
- Lisa Cordukes (Senior TV Producer)

Prod Co
- Michael Spiccia (Director)
- Russell Boyd (Director of Photography)
- Kimbo Kim (Executive Producer)

[shipwreck]

Err...are u serious, should get ur eyes checked
Had a double look then and its definitely Trott, not only is that his unique kicking style that you can spot from anywhere, it looks like him AND it says clear as day on the back of his shirt TROTT

[shipwreck]

In saying that i do think its a little Biased towards the bigger teams, the whole thing looks like one big Melbourne game, and the only goal shown scored is Melbournes...also the only fans that do the floating thing are Melbourne fans too..

Didnt see any footage of Phoenix either, but i suppose they werent even a team when this was being shot so i suppose thats fair. Lots of footage of Sydney carving up aswell, i.e Carney and Brosque, ok i guess im just a little pissed that they didnt show Gumprecht or Tommy P doing a run like we all know they are capable of, glad that they showed Tarka getting a red though, probably the most accurate depiction of a player throughout the entire ad

[alicia]

shipwreck said:

Err...are u serious, should get ur eyes checked
Had a double look then and its definitely Trott, not only is that his unique kicking style that you can spot from anywhere, it looks like him AND it says clear as day on the back of his shirt TROTT

my apologies, you are correct. it does indeed say trott.

i first watched it via 442 website. i've now just watched it via the a-league website and it's plays via window media player so i could see a larger version.

[dibo (pron. "DIB-OH")]

shipwreck said:

In saying that i do think its a little Biased towards the bigger teams, the whole thing looks like one big Melbourne game, and the only goal shown scored is Melbournes...also the only fans that do the floating thing are Melbourne fans too..

Didnt see any footage of Phoenix either, but i suppose they werent even a team when this was being shot so i suppose thats fair. Lots of footage of Sydney carving up aswell, i.e Carney and Brosque, ok i guess im just a little pissed that they didnt show Gumprecht or Tommy P doing a run like we all know they are capable of, glad that they showed Tarka getting a red though, probably the most accurate depiction of a player throughout the entire ad

tbh - they have to look at the biggest markets first. the markets that absolutely must do well are sydney and melbourne, and they're the ones that have the hardest time getting any media coverage because of the competition from being the respective bases of the second largest and largest national competitions in the country.

[kevrenor]

marinermick said:

simmo84 said:

i liked it how the perth fans washed away after they got a red card.

maybe hinting that they are "washed up"?

from their visit here most of them would have been 45+

You'll be there soon enough laddie!

[shipwreck]

While browsing through youtube after watching this ad i came accross this

www.youtube.com/watch?v=n2BuLu_MDHo&mode=related&search=

Its a clip of adelaide players attempting to emulate Rooneys new Nike ad, where he kicks the ball at the camera.
Thought it was really cool, would love to see similar things like this done with Mariners players, really brings the community into the team and makes them feel closer to the players.....although, it is confirmed that Dodd is a caveman, he talks like a bogan

[Jeff (LouMacari)]

I sort of like it. I like the whole '90 emotions, 90 mins' thing but I think they could have involved crowd activity a bit more. I got goosebumps seeing the masses of fans all jumping in unison and then GONE...and thats it.
Maybe didnt want to make it too hard core with images of european style crowds?
Overall I like what they are trying to do and love the fact that the FFA at least have a decent marketing dept with some obvious $$$'s to spend.

[Foriegnmariner]

I think it's great how the FFA actually came to the fans for there input not there board members or hired some guy that made that "That's My Team" NRl ad. They went to the people who have the best knowledge about gameday experience and actually listened and more importantly inputted our suggestions.
They show the most positive side to the game and the one that some australians miss out on because all they see is fabio grosso, Drogba and Ronaldo rolling on the floor as if a sniper has hit them and that turns them off.

[marinermick]

yep, they can go to an a-league match and watch joel griffiths roll around the ground

[omni]

Could Wellington be represented by the team taking on Queensland? I couldn't see who it was. Enjoyed Carle getting hacked! Found it interesting that Sydney had the new jerseys but the Mariners were in the old ones, and were they supposed to be Mariners flags behind Trotty?

I think this is far better than last year, don't know if I like this more than the first one but it's good.

Apparently filmed at Bob Jane Stadium (so South Melbourne's ground), Carney & Carle both in the ad and both goneski.

[brett]

Artistically, it's beautiful. The atmosphere is great.

As far as getting people through the gates, or making more people tune in, I'm not so sure. A woman or family sitting at home watching that might well be turned off by the fact there was only young men in the crowd, standing, getting angry.

But what's great about this compared to the paint ad is that you see the players in uniform doing their stuff on the field. It's obvious that it's an A-League ad, and it connects what the players do to how the fans feel with clever imagery. Therein lies the masterstroke of this, for if people come to a game and feel the emotional connection with the team, they will come back.

Hearing that the ad would highlight the vocal support element, I predicted it might be good news for the Marinators in terms of recruiting more people to our way of support. Seeing the ad, I think it probably will.

There is no obvious call to action, but I know the marketing types would realise that their target audience - 16-24 year old mostly males - are driven more by what is cool and what has a good image than by media telling them what to do and where to go. What this ad achieves is that next time someone says "Are you coming to the Mariners game on the weekend?" in the schoolyard or on myspace, they will be more likely to say yes.

All in all, good job.

[Andy]

New official ball

EDIT- I couldn't find a smaller picture of the ball, so it's now a link!

[marinermick]

can you make the pic ALOT smaller?

[marinermick]

FFA Media Release
Friday, 10 August 2007
FFA & Lowe Hunt collect Gold Award for Hyundai A-League Launch Campaign

Football Federation Australia (FFA) and advertising agency, Lowe Hunt, have collected a "Gold Award" at the 9th Advertising Federation of Australia - Advertising Effectiveness Awards for the "It's Football. But Not As You Know It." campaign that was used to the launch the inaugural Hyundai A-League competition.

FFA were one of five gold award winners, from 26 finalists around Australia, with the winning campaigns judged on:
- Return on Investment
- The lasting effect of the campaign
- The ability to isolate the performance of the campaign in driving consumer behaviour and perception
- The degree of difficulty of the task at hand

"The "It's Football. But Not As You Know It." campaign was a key plank in the re-positioning of football in the Australian sporting landscape through the Hyundai A-League",said Geoff Parmenter, FFA Head of Marketing, Communication & Strategy

"The Advertising Effectiveness Awards are one of the most sought after accolades in the Advertising industry because they take into consideration not only the creativity of the campaign, but more importantly the results for the business."

"This is further evidence of the growing popularity and interest in football from the Australian public," concluded Parmenter.

The new Hyundai A-League campaign, "90 Minutes. 90 Emotions," was successfully launched this week and will be hoping to surpass the standard set by the inaugural award winning campaign.

To see the latest Hyundai A-League Television Commercial, "90 Minutes. 90 Emotions", go to www.a-league.com.au

-ends -

[MrCelery]

90 Minutes - 90 emotions - Catchy

Watching Nick Carle land on his arse - gotta be a good ad dunnit! ;D

But WTF - a hugely lame backing song though

[forzamariners]

mrcelery said:

90 Minutes - 90 emotions - Catchy

Watching Nick Carle land on his arse - gotta be a good ad dunnit! ;D

But WTF - a hugely lame backing song though

I'd say its the best song out of the three so far

[dibo (pron. "DIB-OH")]

ozbaggie said:

mrcelery said:

90 Minutes - 90 emotions - Catchy

Watching Nick Carle land on his arse - gotta be a good ad dunnit! ;D

But WTF - a hugely lame backing song though

I'd say its the best song out of the three so far

i'm inclined to agree. scribe was shite, and neztic was a bit meh too. this one's at least got that rolling bass and a bit of a feeling of building to a crescendo.

[marinermick]

dibo said:

ozbaggie said:

I'd say its the best song out of the three so far

i'm inclined to agree. scribe was shite, and neztic was a bit meh too. this one's at least got that rolling bass and a bit of a feeling of building to a crescendo.

hush your mouth about scribe

it was awesome

[MrCelery]

dibo said:

ozbaggie said:

I'd say its the best song out of the three so far

i'm inclined to agree. scribe was shite, and neztic was a bit meh too. this one's at least got that rolling bass and a bit of a feeling of building to a crescendo.

Crescendo: refers to a passage of music during which the volume gradually increases.

Nope, the ad started off totally maudline and stayed there.