In the pantheon of Rugby League Season launch ads there are some classic campaigns at the top, and some deadest blunders at the bottom. Some campaigns fell foul of poorly timed indiscretions from star players, while others failed to fire due to poor choices in music.
The NRLs decision to launch 2018 with what constitutes a ninety second mood piece of micro filmmaking may be the worst of all time.
Usually we expect a season launch to get us excited about the season that is by this point less than a fortnight away. The trials have been played, and now there’s nothing to do but wait for that first whistle on the Thursday night of Round 1 that heralds the next 6 months of footy action.
Here are the ways in which that state of euphoria can be achieved through advertising:
- lots of footy highlights and memorable moments from the proceeding season. Even if your team sucked and finished last you still want to see a split-second shot of them doing something that vaguely resembles peak footying skill.
- a really good song. Simply the Best. Friday Night’s a Great Night. That’s My Team. Heck, even This Is Our House grew on us after a while (Sorry Jessica, yours was not a good footy anthem).
- make sure all 16 teams feature in said advertising. I know this seems like that thing where every kid deserves an award for participation, but given that every team is currently Zero on the ladder they should all get a look-in.
- grow your montage with quick editing until you cut to the final shot of last years premiers hoisting the trophy aloft while confetti rains down. It’s what everyone aspires to.
Here’s not what to do:
- give us a really boring story about a cabbie who picks up a fare and then SHOCK SURPRISE IT’S JAMES TEDESCO. DIDN’T YOU GUYS EVEN GET THE CLUE WHEN THE TALKBACK RADIO PEOPLE WERE TALKING ABOUT JAMES TEDESCO?
- some shit EDM dribble in the background which is inspiring to no one.
- random intercuts of moody, arty scenes of unrealistic training routines and everyone looking like they’ve just auditioned for the latest Marvel Netflix series.
- leave out half the teams in the bloody comp, or simply just mention their marquee star player via some obscure non-footying method.
- make the campaign tagline “This Is How We League” and then show absolutely no league whatsoever in the campaign ad.
Well, at least now Jessica’s anthem is no longer the wooden spoon of campaigns.
Ps. A pallet cleanser. Here is a proper Rugby League ad.