New Generation of Qantas Wallabies
Australian Rugby Union has launched a new commercial celebrating the “Men in Gold”, building a following for the June Bundaberg Rum Rugby Series vs. Fiji, England and Ireland, and the Bundaberg Rum Tri-Nations series played vs New Zealand and South Africa from July 24 to 30 October. The new commercial shows a new generation of Qantas Wallabies being created in a futuristic foundry, in a high tech but brutally tough environment. The campaign aims to capture a new generation of Rugby supporters, by demonstrating that the Wallabies have a ‘new heart, new blood and a new skin’. “Men of Gold, Built by Rugby, Forged in Union”.
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“The Qantas Wallabies performances of the last couple of years have been below expectations, but 2010 sees the dawning of a new era. It’s a new decade, with new and exciting young players, new jersey and a new mindset to playing the game. The TVC aims to reflect these changes,” said the ARU’s head of marketing, Matt Brand.
Ogilvy Sydney’s business director, Adam Lee said: “The Men of Gold have been reinvigorated, and it’s time to reignite the fans’ passion. This is not the same old Wallabies; they’ve broken the mould with this team. The use of the foundry helps to capture that recreation.”
The Gods of Rugby ad was developed at Ogilvy & Mather Sydney by creative director Boris Garelja, copywriter Dominic McCormack, art director Liam Hiller, account team Adam Lee and Lucy Smith, agency producer Gabe Hammond, planner Russell Turner.
Filming was shot by director Sam Bennetts via Plaza Films with producer Edwina Speakman,
Post production was done at Iloura. Editor was Adam Wills.