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Uncovering the brilliance of Network 10’s new A-League promo

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21st October, 2021
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As the sun rises over a quiet suburban neighbourhood, a young A-League fan awakens, his head resting on a branded Sydney FC pillow.

Football’s most supported club, according to recent findings by Roy Morgan, opens the newest Network 10 promotion.

Safe in his bedroom, the initial shot conveys comfort and warmth. It’s the kind of security that a new commercial station can supply.

As the revitalised kid reaches for his Miloš Ninkovic jersey, the viewer is vicariously provided with fresh eyes, witnessing a fledgling journey, in what seems like a renaissance for football in Australia.

We cut to a group of youths, adored in Melbourne City kits, confidently strutting through a quiet residential block, unchallenged by competitors, their backs to the camera. Such is the power of the City Football Group.

Then, a brave image appears. It’s a one-woman-army, gliding on a skateboard, proudly elevating the Wanderers flag above her head. In times of conflict, such colourful fabrics were hoisted, declaring war. Will the RBB ever return to their former glory?

Welcome to the Big Three. These are football’s mightiest clubs, advertised for a contemporary audience, curious fans and mainstream media.

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There is, however, no Central Coast in this publicity, no regional representation, and no Matt Simon standing gloriously over Ziggy Gordon, berating the injured Scotsman.

Instead, we cut to Melbourne Victory training in a shadowy gym. Once the league’s greatest competitor, the advertisement cleverly foreshadows the club’s internal rebuilding, being installed by Tony Popovic.

As we drive through an unnamed street, two random Western United fans hastily unfurl a “forever west” banner from a bridge. Their rouge tactic is exciting, feeling like a cheeky ambush by a geographically destitute club. Wouldn’t it be comical if the overpass was in Brisbane?

Suddenly, the words “I just can’t get enough” are musically echoed, as two Victory players lock hands in agreement. It’s an iconic pop culture reference, borrowed from the action movie Predator, labelled the “epic handshake”.

From there, the marketing machine flexes its muscles for the smaller clubs. Various Wellington and Perth fans cheer, as their applause is intercut with visions of goal celebrations, featuring Newcastle, Macarthur and Adelaide.

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The promotion concludes with a jubilant boy wearing a Glory shirt, his eyes locked on the camera, staring at the viewer. From east to west, our adventure ends in Perth, encompassing most of Australia.

The screen fades to black. Watching on his phone, a certain Mariner’s player upheaves his fist, signalling the “shaka” celebration to the forgotten Gosford faithful. For the Wizard of Woy Woy, it’s a post-credit call-to-arms, and a message of defiance to Channel Ten.

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