Aussies Rules Reconnect Families in Touching Google Spot

For loved ones living with dementia, cherished memories can be a powerful tool to help. Working in consultation with Dementia Australia, a new film from 72andSunny tells the story of a granddaughter reconnecting with her Nan through their shared love of AFLW, with a little help from Google.

"Dementia is one of the biggest health and social challenges facing Australia and the world. It is estimated that there are up to 487,500 Australians living with dementia in 2022 and around 1.6 million people involved in their care. Films like this are so important in raising awareness and increasing understanding about dementia and the impact of dementia in our communities.” Said Maree McCabe AM, CEO, Dementia Australia. 

Shot by Finch’s Kyra Bartley, the film shows how Aussie Rules is more than just a game, it’s an intrinsic part of the Australian way of life, permeating different generations of families across the country. 

The film is also a showcase for up and coming local talent, eighteen-year-old singer Amy Jordan, singing Ben E King’s classic ‘Stand By Me.’ 

The film follows last year’s story about an immigrant father and daughter discovering the sport, and Google helping them become a part of the game and community - a film that drove love and emotion from footy fans across the country. 

“Google’s products are seamlessly integrated into our lives. And they can empower people with the tools to create positive change.” said 72&Sunny’s ECD Luke Martin. “It’s a privilege to partner with Google and the AFL again to produce a spot that not only celebrates the game, but shows how Google genuinely helps us help others. In early viewings, people had no idea that memories could be used in this way, and if the film helps just a few people find new ways to reconnect with their loved ones, it’ll be wonderful.”

“Community and connection are more important to Australians than ever.  With this year's spot we wanted to share how our products like Search and Maps can help people in their daily lives, including when times are difficult. We're grateful for our longstanding partnership with the AFL and 72andSunny which allows us to tell emotive stories like this, and the much loved 'Father Daughter' spot from last year.” said Zoe Hayes, head of marketing, consumer apps and platforms, Google Australia.

Noel Gate, group business director of PHD Media said: “We have had a successful and long-running partnership with the AFL & AFLW. It’s been incredible to see this build over the years with exciting integration and a creative approach that touches on experiences with dementia that many of us face. I’m proud of the courage and collaboration shown by Google and the cross agency village. We’re sure this year will be bigger and better than ever across both AFL & AFLW competitions.”

The 60” and 30” films will be seen throughout the AFLW finals,  AFL season and AFL Grand Final, both on TV and in-stadium. Premiering last night in conjunction with the AFL mens season’s opening match. They will be supported by other activations across the year, such as Footy Skills Lab, as part of Google's partnership with the AFL. 

If this raises any concerns or questions please call the National Dementia Helpline 1800 100 500 or visit dementia.org.au