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