Frawley oversaw the football action in an innovative five-day shoot of the league’s new “In a league of its own” commercials.
The campaign is based around the strengths of the game being the ‘hardest, highest, fastest game on earth’.
Players from all 16 AFL clubs are featured, including Nathan Bock (Adelaide), Jonathan Brown and Daniel Merrett (Brisbane Lions), Chris Judd (Carlton), Leon Davis (Collingwood), David Hille (Essendon), Matthew Pavlich (Fremantle), Gary Ablett (Geelong), Lance Franklin (Hawthorn), Aaron Davey and James McDonald (Melbourne), Daniel Wells (North Melbourne), Chad Cornes (Port Adelaide), Brett Deledio (Richmond), Justin Koschitzke (St Kilda), Adam Goodes and Kieran Jack (Sydney Swans), Dean Cox (West Coast) and Adam Cooney (Western Bulldogs).
The AFL’s creative agency George Patterson Y&R hired top director and cinematographers, Steve Rogers and Greig Fraser.
The ads were shot over five days with equipment never before used on a television commercial and involved over 60 crew members, 200 extras and football action overseen by Frawley.
Andrew Dillon, AFL General Manager of Marketing and Commercial Operations was elated with the results.
“’In a league of its own’ will not only appeal to existing AFL fans, but also a broader sports audience,” Dillon said.
“With the AFL expanding into new and diverse markets, it is important to ignite the interest of those new to the game by showcasing the truly spectacular nature of Australian football – the high marking, speed, strength and endurance of the players.”
Ben Coulson, executive creative director of George Patterson Y&R said the AFL was a strong brand.
“We think this year’s campaign is an outstanding piece of work and captures the unique and best attributes of Australian football and presents them in a simple yet spectacular way,” he said.
“Ultimately though, it will be the AFL fans that give the brand its strength.”
The campaign launches with a 60-second advertisement then continues throughout the season with two 30-second versions, print, outdoor and digital content.
