Following the launch of the 'Up There Cazaly' AFL campaign last week, Foxtel will release a broad-ranging advertising campaign to mark the start of the NRL season, with spots to launch this Sunday, 16 February.
The campaign, created by Clemenger BBDO Sydney, uses Tina Turner’s 1989 smash hit and popular sporting anthem 'The Best' to humorously highlight our nation’s obsession with footy and the unfortunate side effects that can result from over-indulgence on Fox Sports.
The 'Simply The Best' anthem was re-recorded by Tina Turner and Jimmy Barnes – the new Fox Sports campaign feature’s Jimmy’s daughter, Mahalia Barnes, singing the humorous 'Simply Obsessed'.
Clemenger BBDO Sydney executive creative director Paul Nagy said: "I am truly obsessed with NRL on Foxtel – ask anyone and go the Sharkies – so it was great to be a part of this important campaign. Hopefully this tongue-in-cheek take on one of my favourite NRL ads will help others with a similar issue find some comfort and understanding."
Andrew Hansen from The Chaser helped write the lyrics, and the campaign features Fox Sports and Australian talent including Ben Ikin, Gordon Tallis, Paul Kent, Peter Sterling (Sterlo), Warren Smith and Nathan Hindmarsh, and a cameo appearance from Matty and Trish Johns.
Foxtel executive director of sales and marketing Ed Smith said: "The start of the NRL season is a major event for our subscribers and we wanted to capture the excitement and anticipation of the game in our campaign. Paying tribute to the iconic Tina Turner and Jimmy Barnes song is a fantastic way to trigger the feeling of NRL and kick off the 2014 season."
'Simply Obsessed' features multiple TV and press executions, radio, outdoor, online display, and social media.
Credits
Client: Foxtel
Head of Content Marketing: Rob Farmer
Head of Sports Marketing: Peter Jarmain
Creative Director & Head of Brand: Travis Conneeley
Sports Marketing Manager: Paul Ibsen
Advertising Agency: Clemenger BBDO Sydney
Executive Creative Director: Paul Nagy
Senior Creatives: Ben Clare and Brendan Willenberg
Art Director: Katrina Jarratt
Copywriter: Tom Russell
Group Account Director: Jasmina Krnjetin
Senior Account Director: Karinne Limberiou
Account Manager: George Robertson
TV Producer: Jo Howlett, Rebekah Lawson
Planning Director: Rob Dougan
Director: Brendan Gibbons
Executive Producer: Tara Riddell
Post-Production: The Editors, Fin Studios
Sound Mix: Anthony Tiernan
Media Agency: MediaCom
