The AFL Grand Final Campaigns That Made Their Mark
The AFL Grand Final is much more than just a sporting event in Australia; it’s a national celebration, a cultural crescendo that sees Australians crowd together in pubs and living rooms.
The 2024 AFL Grand Final certainly didn’t disappoint, acting as the pay off to a decades-long effort to expand the league outside of Victoria, and resulting in a flag for long-suffering Brisbane fans.
Plus, there was Katy Perry’s pre-game performance and high-impact campaigns from a bunch of brands all aiming to captivate Australia’s biggest sporting audience.
Telstra’s new brand platform officially launched, and the brand sponsored Perry’s performance, which featured dancers in on-brand orange. AAMI continued its tradition with a playful ‘missing match ball’ skit, while McDonald’s, Uber Eats, and Disney+ embraced cutting-edge tech and nostalgic moments.
‘Wherever we go’, Telstra – Bear Meets Eagle on Fire and +61
Telstra officially launched its new brand platform, coinciding with its pre-game entertainment sponsorship, featuring Katy Perry’s dancers dressed in Telstra’s signature orange.
Developed by Bear Meets Eagle on Fire and +61, the campaign aims to shift perceptions of the telco, imbuing it with optimism and imagination
The animated hero film played throughout the match, featuring a boy and a critter undertaking an epic journey together while whistling ‘Islands in the Stream’.
‘The Missing Match Ball’, AAMI – OMD Australia
Once again, the AAMI team saved the grand final from a major incident and found the missing match ball.
Part campaign, part skit, the work is now a Grand Final Day mainstay, with this year’s spot featuring prominent figures from the world of Australian football, including Tony ‘Plugger’ Lockett, D’Arcy Moore, Darcy Vescio, and Monique Conti.
The work also featured comedy group The Inspired Unemployed, much loved Paralympian Alexa Leary, and iconic newsreader Lee Lin Chin.
‘Get Almost, Almost Anything’, Uber Eats – Special
Uber Eats returned with the latest instalment of its ‘Get almost, almost anything’ campaign, featuring comedian and Seinfeld-star Jason Alexander. Titled ‘Canned Laughter,’ the ad makes a humorous connection between the actor’s time on the sitcom and the functionality and convenience of Uber Eats.
The hero film premiered during the AFL Grand Final halftime show, supported by a series of audio ads and social spots across multiple platforms.
‘Made by Fans’, Youi – M&C Saatchi Sport & Entertainment
Youi launched the latest phase of its ‘Made by Fans’ campaign, giving Brisbane Lions fan Scott Villiers unprecedented access to its sponsorship assets.
In collaboration with M&C Saatchi Sport and Entertainment, Youi's internal agency, and the Brisbane Lions, the campaign replaced Youi’s branding with Scott’s name across matchday guernseys, in-ground media, and Youi’s screens strategy.
‘Game Face’, Colgate – VML
Colgate launched the 'Game Face' campaign in partnership with the AFL earlier this year, reinforcing its role as the 'Official Smile of the AFL.' Developed by VML, the campaign is based on research highlighting the positive impact of smiling on mood and performance.
Featuring Sydney Swans player Isaac Heeney and the Melbourne Demons' Christian Petracca, the campaign is supported by out-of-home, digital, in-stadia, and social media executions.
‘I’d Like to Stream That’, Disney+ – Walt Disney Company Australia
Disney+ launched ‘I’d Like to Stream That’ during the AFL Grand Final week, featuring a nod to the iconic 90s AFL ad.
Featuring well-known Australian athletes such as Andrew Gaze, Rob Whittaker, Jack Ginnivan, and Tayla Harris, each star shares their favourite Disney+ shows, positioning the platform as a top choice for diverse entertainment.
‘Life Is The Reason’, Lifeblood – M&C Saatchi
Australian Red Cross Lifeblood, partners of the Sydney Swans, teamed up with M&C Saatchi to launch its new brand platform, ‘Life Is The Reason’.
Lifeblood used the Swans’ nickname, ‘Bloods’, and the organisation’s affiliation with the club in a Grand Final day extension of the campaign.
“As proud Sydney Swans supporters we’re wishing the #Bloods all the luck … We’re not saying our partnership had anything to do with it. But we’re not not saying that.”
Other spots popping up during the breaks included brand work for Harvey Norman, Toyota, Coles, NAB, OMO, VB, Pringles, Subway, MoneyMe, Raiz, AHM, Hyundai, Paramount+, Commonwealth Bank, Apple, KFC, Great Northern, and 7+ Sports.
