AFL 2009 in Big League

AFL’s 2009 season is being promoted with “Big League”, an integrated campaign comparing the Australian Football League game with the world’s biggest sports. A television commercial, print advertising and online work combine to show the dexterity of AFL players when compared to other sports, including boxing, horse racing, dirt racing, bull fighting and NFL gridiron.

AFL Horse Race

The Toyota AFL television commercial shows how fast and strong AFL players are, running with the speed of race horses, jumping as high as basketballers and tumbling along with off roaders. The spot, online at, shows well known players Chris Judd, Adam Goodes, Luke Ablett, Adam Cooney, Matthew Pavlich, Lance Franklin, Daniel Wells, Aaron Davey, Dean Cox, Josh Hill, Brett Deledio, Jonathan Brown, Kane Cornes, Phil Davis & Kosi (Justin Koschitzke). Click on the image below to play the video.

AFL Bullfight

AFL Dakar



The Big League advertisement was developed at George Patterson Y&R Melbourne by executive creative director Ben Coulson, copywriter Katie Britton, art director Frank Muller, producer Romanca Jasinski, group account director Michael Napolitano, account director Sally Cox, account executive Courtney Robertson.

Filming was shot by director Steve Rogers via Revolver, with producer Georgina Wilson.

Photography by Christopher Tovo was retouched by Malcolm Stark.

Post production was done at Fin Design. Editor was Alexandre De Franceschi at Guillotine. Sound was produced at Nylon Studios by producer Simon Lister. Music was composed by Cornel Wilczek at Level Two Music.