The National Rugby League "decided to save costs on an unconventional marketing campaign for the upcoming season" with the simple catchcry of "Be There When History Happens," according to Brad Walter of the SYDNEY MORNING HERALD. Compiled from footage taken by fans at games last season, the NRL's advertisement "has no voice-over from the Channel Nine or Fox Sports commentary teams and no theme song."
The money "saved from paying a big name artist like Bon Jovi or Tom Jones to perform the game's latest anthem," believed to have cost up to A$500,000 in previous years, "will instead be used for promotions during the season to entice more fans to attend matches."
Each club "was asked to nominate its own magical moment" from '15 for use in the marketing campaign -- created by Archibald/Williams -- and crowd-sourced video taken by fans at games last season was compiled for the advertisement, which reaches its climax with North Queensland Cowboys' Johnathan Thurston's "dramatic field goal against Brisbane."
Some of the vision is "raw, shaky and blurred" but Australian Rugby League Commission Chair John Grant said that "the footage exudes more excitement and emotion than the slick advertising campaigns the NRL usually opts for." Grant:
"Over the next 30 weeks I can absolutely guarantee history will happen and our message to all of the game's fans is to make sure you are there when history happens"
(SMH, 2/25). A link to the NRL's "Be There When History Happens" ad is available here.
