NRL TVC: Back to the future with Bon Jovi [video]
Roar Pro The NRL has tapped its 2011 commercial ‘Our House’ featuring Bon Jovi for its 2012 season launch, with one eye fairly set on the increasing competition in the Sydney sports market.
The NRL has again used the Bon Jovi song for its main brand campaign, pointing to the success of last year’s effort. But this year the NRL is putting more attention on its Sydney marketing in light of the introduction of the Greater Western Sydney Giants AFL team.
Outdoor billboards in western Sydney and near the ariport, adorned with images of players from Parramatta, the Bulldogs, Penrith and the Tigers, have been set up. The NRL has also played with its draw so that there are more Sydney derbies this season than ever before.
The AFL has established a standalone round between GWS and the Sydney Swans to open its season, scheduled for March 24, which is round four of the NRL.
On that weekend the NRL will stage a blockbuster round in the harbour city with St George-Illawarra at home to Manly, Parramatta at home to Penrith, Souths at home to Brisbane, Wests Tigers at home to Canberra and the Bulldogs at home to Newcastle.
The NRL is also planning a series of Sydney derbies both before and after the State of Origin series. 2012 remains a huge year for the NRL, with a new independent commission formed and its broadcast rights up for grabs.
Here’s the new ad, what do you think Roarers?
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February 22nd 2012 @ 9:22am
turbodewd said | February 22nd 2012 @ 9:22am | Report comment
Its an okay promotion. However I believe I could do it better. The meta message is defensive and basically speaks to AFL expansion into NRL territory. The RL community is hopelessly divided on how to proceed. Half of them favor Back to The Future with a backyard new team in little ol’ Gosford, NSW (note I didnt say ‘expansion team’). The rest are more bold and see gold out in Perth. Im with the latter.
February 22nd 2012 @ 10:28am
Will Sinclair said | February 22nd 2012 @ 10:28am | Report comment
Bloody hell…
The season is minus one week old, and I’m already sick of that Bon Jovi song.
February 22nd 2012 @ 10:29am
B.A Sports said | February 22nd 2012 @ 10:29am | Report comment
It’s a pretty unclear message.
I have no problem with the theme “This is our house”, but if thats your theme, then the images should portray the tribalism of the game and the atmosphere that can be created by a home crowd and a home team. All of this footage is over computerised, and is predominantly taken from games at ANZ, the worst ground for atmosphere. I mean what does Manly on the Grand Final podium jumping around with the premiership trophy in the centre of ANZ Stadium have to do with the theme “Our House”. If they were doing it at Brookvale Oval surrounded by their fans, that would be better.
And all the shots of guys just planting the ball over the line, pretty bland.
I know its easy to be critical, but i would have thought in this day and age they could do better.
February 22nd 2012 @ 1:26pm
turbodewd said | February 22nd 2012 @ 1:26pm | Report comment
Brookvale oval is a dump tho, seriously. ANZ at least is an actual stadium. Dont blame the stadium if the spectacle held there doesnt garner enough interest to fill it.
February 22nd 2012 @ 10:31am
Blazza said | February 22nd 2012 @ 10:31am | Report comment
Ad stinks, they should be showing off there stars like the NBA does with there “where amazing happens” ads, which are terrifically done. Most of it was either Tigers,Dragons,Manly players doing something, while the only Storm player shown doing something i think was Sika Manu. Kind of a joke when you have guys at the club called Slater, Smith and Cronk, but once again NRL slam the Storm by not having them as a main focus of their ad. The NRL could learn a lot from the NBA by how they promote their stars. Joke of an ad.
February 22nd 2012 @ 5:12pm
Pete75 said | February 22nd 2012 @ 5:12pm | Report comment
Well Blazza,
At least Melbourne are shown. I remember a few years back during the “That’s my Team” promotion where the Tigers weren’t shown at all. It became known amongst Tigers fans as the “Where’s my Team” promotion.
I’m not a massive fan of the Bon Jovi promotion, but it’s not too bad and really, how many people do these sorts of promos attract to the game anyway?
February 22nd 2012 @ 11:05am
Paul said | February 22nd 2012 @ 11:05am | Report comment
Its a lame ad and a dull song, who in the hell approved this? Doesnt anybody at the NRL watch the Gruen Factor, there are some pretty good Ad Agencies that i reckon could come up with some cracking ads instead of this crap. I would have thought they could have used some of the freakish footage of Benji,Slater,Dugan,Hayne,Uate, My point being we have plenty of exciting talents that could make a
seriously good hi lite reel and put it to a current (up to 3 yrs old) rocking song that actually made the top 10 and it would be 10 times better than that ad. Watching that Ad and if thats the best we can offer i am seriously concerned about becioming outdated becuase thats the message that ad sends to me.
February 22nd 2012 @ 10:12pm
Al said | February 22nd 2012 @ 10:12pm | Report comment
Is that the gruen transfer? Or is it a different show? The one with wil anderson?
February 22nd 2012 @ 12:13pm
Nathan of Perth said | February 22nd 2012 @ 12:13pm | Report comment
Are you sure? Is that really it?
……..
What were they thinking?
February 22nd 2012 @ 12:30pm
apaway said | February 22nd 2012 @ 12:30pm | Report comment
Oh, God. Thomas Kenneally’s “blow that whistle ref” was more passionate and spoke to the heart more than this. The theme song is just bloody awful. Is there anything wrong with using a contemporary Australian band if you want a promotional jingle? Jet, Silverchair, The Living End, Powderfinger (I know they’ve split up but so had the Hoodoo Gurus) have all got songs that could have been adapted and suitably anthemic.
February 22nd 2012 @ 12:39pm
Andy said | February 22nd 2012 @ 12:39pm | Report comment
The footage of Uate passing wind was pretty bad. A little too much Stgeorge, the throw inside was not really amazing. The tackle on the melbourne player was pretty poor, surely they could have found a better tackle. Besides that the footage was fairly representative of the season. Some of the footage was great but the music needed to be new or different.
February 22nd 2012 @ 12:51pm
Johnno said | February 22nd 2012 @ 12:51pm | Report comment
Seriously i can’t believe the NRL go bon jovi. He is 50 in March this year. Younger fans won’t know him. Why would you get a middle aged rocker to go out and promote a youth dominated young man’s game. Society is all about th eying now and the NRL have baclflipped on this concept.
They should get someone like Nick Jonas, delta Gooldrem, or miley Cyrus, actually young people not people like middle age men like bon Jovi who will be 50 this year people. Remember the AFL with that other middle aged rocker Meatloaf.
Many NRL fans the young fans would not know about Bon Jovi at all. A poor desicion by the NRL. Get the youth promoting the game and youth culture begin the promotion of the game.
February 22nd 2012 @ 12:58pm
Nathan of Perth said | February 22nd 2012 @ 12:58pm | Report comment
Went with him twice! Twice! The only good thing I can say about this advert is that mostly got rid of the giggleworthy rollercoasters!
I can’t believe psychologically functional adults went down this track. As mentioned above, the meta-message is appallingly insular and defensive.
And inshallah the AFL will never use a 50+ year old aged star for their GF performances again. Of course, I said the same thing the last time the NRL used Bon Jovi…
February 22nd 2012 @ 1:06pm
Blazza said | February 22nd 2012 @ 1:06pm | Report comment
It’s typical NRL that they chose to do the Our House ad again. I said it in my 1st comment the NRL should look at what the NBA do to promote their stars. There videos are always amazing and it catches its superstars so well. Give me and ad that shows some of our games best over stupid cgi roller coaster effects that look lame and for the same teams to be shown over and over again.
February 22nd 2012 @ 1:23pm
Nathan of Perth said | February 22nd 2012 @ 1:23pm | Report comment
Those rollercoasters… a year on and it still makes my head spin.
Australia really needs to up its game when it comes to sports advertising!
February 22nd 2012 @ 3:52pm
BigAl said | February 22nd 2012 @ 3:52pm | Report comment
Most likely, the NRL got a “two for one” deal.
February 22nd 2012 @ 1:08pm
B.A Sports said | February 22nd 2012 @ 1:08pm | Report comment
Johnno
Just about everyone says that the best campaign they ever had was the 1989 “Simply the Best” campaign.
In 1989, Tina Turner was… wait for it… 50.
Should they get the Wiggles to do th ecampaign to hit the youth? no.
I’m 35, I have 40 good years of following this game ahead of me (if it is around that long). There are plenty of people like me who have zero connection to Nick Jonas or Miley Cyrus.
End of the day it is pretty hard to hit with someone that ticks everyones box, the important thing is to get the message right, and I don’t think they have done that.
February 22nd 2012 @ 1:21pm
The_Wookie said | February 22nd 2012 @ 1:21pm | Report comment
I loved the hoodoo gurus “whats my team” theme.
February 22nd 2012 @ 11:47pm
Steve War said | February 22nd 2012 @ 11:47pm | Report comment
The singer bats for the “other” team…….I worry about old songs being re-used – the original was a few years old already
February 22nd 2012 @ 1:24pm
Nathan of Perth said | February 22nd 2012 @ 1:24pm | Report comment
Good Lord, 35?? That’s two feet in the coffin already, BA! Start checking off that bucket list
February 22nd 2012 @ 3:48pm
B.A Sports said | February 22nd 2012 @ 3:48pm | Report comment
You’re right NoP!
hmm…. I have “go to first ever NRL Grand Final in Perth” on this list… Am i any chance of living to see that?
February 22nd 2012 @ 5:26pm
Nathan of Perth said | February 22nd 2012 @ 5:26pm | Report comment
Not if the Bears supporters have anything to say about it!
February 22nd 2012 @ 3:14pm
Big_Marn2000 said | February 22nd 2012 @ 3:14pm | Report comment
Miley Cyrus? Jonas? Delta Goodrem? You’re kidding right? There must be something seriously wrong with you if you think any of these three would do a better job of promoting rugby league than Bon Jovi. I think you’ll find that the sort of people who are into Miley Cyrus or the Jonas Brothers are the same people who would not be caught dead at an NRL match. The NRL is not trying to reach out to little girls who spend all their time painting their nails, looking at dress patterns and arguing about which member of One Direction is the best looking. The NRL is a tough game. Somehow, I don’t think that Miley Cyrus or the Jonas Brothers fit the NRL’s tough image.
“Many NRL fans the young fans would not know about Bon Jovi at all”. Are you serious? Everyone knows Bon Jovi. As a 17 year old I think I qualify as a “young fan” and I’m pretty sure that myself and most people my age know most of his all time greatest hits. You’ll be hard pressed to find ANYONE who has never heard of Bon Jovi.
February 22nd 2012 @ 3:26pm
Johnno said | February 22nd 2012 @ 3:26pm | Report comment
So why does the NRL have cheerleaders then Big marn many of those are adult women 18-29, and very feminine . Should the NRL get rid of cheerleaders according to your opinion then. And same in American football should teams like Dallas Cowboys get rid of there world famous cheerleaders according to your view on what is a tough image. MMany more rugby league fanned and AFL fans aged 18-29 would of heard of Miley Cyrus , Nick Jonas, and Delta than middle aged rockstars like Bon Jovi, and meatloaf . they did not grow up with them .
It is like asking a rugby league fan born in 1990 can he relate to Wally lewis, and Wayne Pearce , or Peter sterling 80′s heroes the answer is no. They can relate to Cooper Cronk or Darren Lockeyer, or Cameron Smith or Billy Slater.
February 22nd 2012 @ 3:41pm
B.A Sports said | February 22nd 2012 @ 3:41pm | Report comment
Ok Johnno that first paragraph made little or no sense (sorry)
And the second paragraph. The difference? A kid today can’t relate to Lewis, Pearce, or Sterling as players because they are retired. Infact since those mentiond players retired Bon Jovi have released 7 albums making over $50million world wide and all have gone at least Gold in Australia. The last one (released in 2009) made it to no. 4 on the Charts and they still rank amongst the highest in gross earnings for their concert tours. So i don’t see how they are not relevant….. They may not be your cup of tea, but they are relevant.
February 22nd 2012 @ 4:24pm
clipper said | February 22nd 2012 @ 4:24pm | Report comment
B.A. Sports – although I agree with you re Miley, Nick and Delta, who have a much more niche non footy audience, surely they could’ve used a more contempory Australia act – apway mentioned Silverchair, Jet , Powderfinger and The Living End. I would add Boy and Bear and the Cat Empire to that list, but to get to all ages and biggest reach perhaps Silverchair or Powderfinger would be the best bet. Sure lots of people know Bon Jovi, like they would know the Beatles or Led Zepplin, and although they still sell, the best years were the late 80′s – over 20 years ago. The less said about Meatloat the better – I hope the AFL never make that mistake again!
February 22nd 2012 @ 10:42pm
B.A Sports said | February 22nd 2012 @ 10:42pm | Report comment
Clipper – Yeah I am not saying Bon Jovi was the perfect option. I think Living End would be a fantastic choice, but someone would probably tell you they are past their best as well (not me, but someone would). But obviously you’re never going to make everyone happy because there isn’t a single artist on the planet that everyone loves, and if there was he/she/they would cost too much!
Personally though i guess my point is I think there are bigger issues with the campaign than the singer of the song..
February 22nd 2012 @ 3:22pm
Paul said | February 22nd 2012 @ 3:22pm | Report comment
Theyd do a good job for the AFL, fit right in id reckon, especially Miley