A newer, younger advertising campaign for the 2013 season.
The advertising launch of the NRL’s 2013 season has been launched starring singing sensation Jessica Mauboy and a new, younger target audience.
From Australian idol to gracing the silver screen, Jessica Mauboy was a selection that sent a message to fans – a re-branding of the NRL that showcases a youthful appearance.
Stepping away from the usual big hits highlight reel that has been the staple of league advertising for years, the NRL have gone for a much fresher image.
Cycling through scenes of young, energetic football fans whose passes and kicks end up in the hands of star players in extraordinary game moments is a clear message of the link between grass root games and the elite sporting competition.
The inclusion of young women among the boys playing the game is another message the NRL are trying to promote of a sport that is inclusive and safe rather than the brutal, hard-hitting game die hard fans of ‘the biff’ would prefer.
While the new theme by Mouboy might be more catchy pop than a historical anthem, it is energy filled, and fits the fresh image the NRL are looking to promote.
The advertising campaign might not be a knockout package, but with it’s interactive components allowing fans to select shots from their favourite teams to accompany the new anthem, the ad does a good job of bringing in a newer, younger crowd of fans and promoting a healthy image of the NRL for the 2013 season.