Following the successful launch of the AFL’s new creative platform ‘Don’t Believe in Never’, Channel Seven has commissioned the AFL and Clemenger BBDO Melbourne to produce a 30-minute TV program.
The show follows the story of Richmond's 2017 win, an extension of the ad released last week, highlighting the stories of coach Damien Hardwick, captain Trent Cotchin and 2017 Brownlow Medalist Dustin Martin.
The 'Don’t Believe in Never', which included three different ads, was celebrated in the industry with creative leaders saying that Clemenger nailed its first work for the AFL.
Clemenger won the account at the beginning of the year.
Read more: AFL marketer: 'We want our new ads to appeal to a non-traditional fan base'
AFL head of marketing and insights Julian Dunne previously flagged with AdNews the possibility of a TV show.
Dunne says that Seven "jumped at the opportunity" to tell a more in-depth story about Richmond Football Club after the initial clip reached four million people across social channels.
Clemenger managing director Simon Lamplough adds: "30 minutes of broadcast airtime is something you don’t get offered every day so I’m delighted we’ve been able to do it justice.”
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