The new AFL promotional campaign aims high.
Labelled the ‘Nothing Like It’ campaign, the new look for the 2013 season showcases AFL being watched by people around the world for the first time.
Rather than continue the battle against fellow Australian football codes NRL and Rugby Union which usually dominates the promotional campaigns of all three forms of the sport, the AFL have taken a different approach.
Rather than claim to be the greatest sport there is, the AFL have gone for the angle that is reserved for the AFL as uniquely Australian. Of all the codes none can claim to be more Australian than the AFL and this is a highlighted point of their new ad.
While it does lack the new NRL’s youthful and inclusive elements showcasing how starkly different the game of AFL is through viewers reactions from around the world was a clever marketing move.
As a sport alien to most of the world outside Australia rather than alienate the sport it demonstrates just how individual and Australian the sport remains.