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It's a Long Way to the Top

  • Sunday, March 18 2012 @ 11:04 pm ACDT
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Australia
The AFL has emphasised the national presence of Australian Football by launching its campaign for the 2012 Toyota AFL Premiership Season, titled Australia’s Game, alongside a truly iconic Australian song, AC/DC’s ‘IT’S A LONG WAY TO THE TOP (IF YOU WANNA ROCK ‘N’ ROLL)’ .
 
In an unprecedented first, the AC/DC rock anthem has been made available for the AFL’s national campaign, enabling the country’s only indigenous football code to capture the spirit of Australia’s Game.
 
Chief Executive Andrew Demetriou said the AFL was pleased to be able to use of one of Australia’s most famous rock and roll songs.
 
“The Australia’s Game campaign celebrates the AFL’s coming of age as an 18-team national competition with the arrival of the Greater Western Sydney Giants and aspires to reflect the diverse and inclusive nature of Australian Football,” Mr Demetriou said.

[AFL Press Release]
 
The Australia’s Game campaign was shot over numerous locations - from Brisbane to Gisborne, Breakfast Point to Gold Coast Beach, Bronte to Clifton Hill and beyond – and supports AFL matches being played in every state and territory over the course of the 2012 Toyota AFL Premiership season.
 
Australia’s Game showcases participation across all levels of the game - from Auskick kids to community footballers to players, coaches and importantly fans of AFL clubs.
 
The AFL’s General Manager - Strategy and Marketing, Andrew Catterall, said the campaign was a clear representation of the game’s national presence in the Australian sporting landscape: “Australian Football belongs to those who play or support with passion each week across every State and Territory – it truly is Australia’s Game.
 
“The AFL is this country’s only indigenous sporting code and is played across the entire country, whether that’s at the elite level or from the grassroots up, and so it is fitting that we now have a home grown Australian anthem as a part of our great game.
 
“This campaign reflects the fact that Australian Football touches every corner of the country and reaches out to people across all walks of life.
 
“Australia’s Game is a narrative about our national code and the past, present and future of Australian Football. This campaign is the promotional aspect of Australia’s Game and we’ll see many other elements throughout the season.
 
“Australian Football is such an indelible part of our national culture and what better way to highlight that than by showcasing the game with a truly iconic song like ‘IT’S A LONG WAY TO THE TOP’.
 
“If ever there was a song that captured the spirit of Australian Football then ‘IT’S A LONG WAY TO THE TOP’ is certainly it.
 
“The song represents the challenges and sheer jubilation that every AFL fan or player goes through each season - from kids dreaming of becoming AFL players to fans of every club aspiring to win a premiership and even AFL players embarking on their own journey to the top,” Mr Catterall added.

Australian music promoter Michael Gudinski said the AFL’s move to use AC/DC for Australia’s Game was a major coup for the organisation: “It’s only fitting that Australia’s greatest game has adopted the world famous rock anthem ‘IT’S A LONG WAY TO THE TOP’ from Australia’s most successful rock band of all time.
“It’s a great tribute to the late Bon Scott and a fantastic coup for the AFL, Australia’s national football code, to be able to use this song,” Mr Gudinski added.
AFL fans can expect to hear AC/DC’s anthem throughout the entire 2012 Toyota AFL Premiership Season at all AFL venues.
 
In another first for the AFL the Australia’s Game campaign has been the first joint production between AFL Media and the AFL’s Melbourne-based creative agency, George Patterson Y&R. The production has also engaged an array of leading Australian film production talent, including director Chris Langman.
 
The launch of the AFL’s national brand ad is the second phase of the Australia’s Game campaign.
 
The first phase involved membership and attendance campaigns for the four AFL clubs in New South Wales and Queensland – Gold Coast Suns, Sydney Swans, Brisbane Lions and Greater West Sydney Giants. These campaigns also featured Australian music including young independent Queensland band ‘Hey Geronimo’ and another Australian rock icon, Stevie Wright, formally of the Easybeats.
 
The ensuing phases will include the official launch of the 2012 Toyota AFL Premiership Season in Sydney on Thursday March 22, along with further campaigns specific to the home and away season.

The Australia’s Game national TVC can be seen at www.afl.com.au/AustraliasGame/tabid/18887/Default.aspx