ON A NIGHT where two genuine premiership threats go toe-to-toe at Etihad Stadium, the AFL will launch its campaign for the 2011 Toyota AFL Finals Series: This is Greatness.
 
On Friday night the first of five commercials will air exclusively on Channel Seven during the telecast of the top-four blockbuster between Carlton and Hawthorn at Etihad Stadium.

AFL general manager of strategy and marketing Andrew Catterall said the campaign, to run through September, will celebrate greatness - the greatness of the players, the passion of the fans and the pinacle of the AFL season, the finals.
 
"The AFL finals are the highpoint to our season and a series of five commercials around the theme 'This is Greatness', includes a range of famous AFL finals moments," Catterall said.
 
"Tim Rogers, a legend of Australian music and a committed Kangaroos supporter, has composed the music and provided the voice-over for all five of the commercials. Tim takes his footy as seriously as his music, and was involved in choosing some of the mix of famous moments that are highlighted."
 
Mr Catterall said the commercials, to be broadcast across five weeks, would cover five themes:

1. Intro: This is Greatness
2. Week one: The journey to greatness starts here
3. Week two: Greatness will not go quietly
4. Week three: Greatness. It’s so close you can almost touch it
5. Week four: Greatness lasts forever

In addition to the commercials, the centre of Melbourne will again feature a range of finals banners and other images around the city and on public transport, with a particular focus around Federation Square through September.