Campaign Review: AFL's 'bloody great' ads, Cadbury's marketing miss and… [Video]

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Brand: AFLAgency: Clemenger BBDO MelbourneThe Verdict: ‘Bloody great’ which is relevant and told perfectlyGuy Marshall, strategy director, Bashful, says: “I don’t like to admit it, but on a Monday I often find myself in a fragile state of mind and have been known to...

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Brand: AFL
Agency: Clemenger BBDO Melbourne
The Verdict: ‘Bloody great’ which is relevant and told perfectly

Guy Marshall, strategy director, Bashful, says:

“I don’t like to admit it, but on a Monday I often find myself in a fragile state of mind and have been known to shed a tear during a B-grade Netflix movie, the 7.30 report or some particularly emotive advertising. Each one of the films …

“What footy marketing teams are starting to understand, and that the Australian Cricket team really doesn’t, is that sport is not just about spectacle, it is about stories. The tale of the underdog triumphing against the odds, the old champion with one more season left to prove they are truly great, the once-in-a-generation athlete that walks among us to transcend the limitations of the human form. Sport is a fabric onto which we project our desires and fears, our sense of ethics and the kind of world that we want.

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