There’s no month quite like September
I’ve always been super inspired by the AFL’s campaigns, especially when it comes to finals time. It’s half the reason I started studying advertising. So this year I thought id have a crack at my own TVC for the AFL’s “8 Stories, 1 ending” campaign.
BRAND: AFL
PRODUCT/SERVICE: 2022 finals series
TARGET AUDIENCE: Finals depraved footy fans (Melbourne)
SMP: 8 stories, 1 ending.
MEDIA: TVC & Digital (YouTube ad)
Length: 45 Seconds
Script
Frame 1
Video: An establishing shot of a digital alarm clock in a dark room, the time reads 11:59pm 31st of August 2022. The time then ticks over to 12am 1st of September 2022.
Audio: The hum of slight winds from the outside when the clock changes time the harsh ringing from Pink Floyds Time rings out loudly.
SFX: The tick over of the clock.
Frame 2
Video: A medium shot of the MCG’s light towers in the middle of the night, as they suddenly flick on illuminating the empty stadium. It then cuts to an establishing shot, showing the whole inside of the stadium.
Audio: The ringing from pink Floyd’s time continues to play and then stops abruptly, breaking back into sheer silence.
SFX: The sound of the MCG flood lights turning on in the sheer silence of the night.
Frame 3
Video: an illuminated Jonathon brown walks out of the players race and onto the ground of the MCG.
Audio: The first deep guitar riffs of Time start to play. Jonathon starts his talking to camera “September, it’s a month like no other. The long hall of winter is over, the air starts getting a little warmer. The city starts getting a little nervous. Whispers of anticipation, hope and dreams wash over the streets, 10 have fallen, 8 remain, but September can only have one champion”.
Frame 4
Video: Scenes of the bulldogs devastated after last year’s grand final, which then cuts to cinematic scenes of Jamarra Ugle-Hagans winning goal against Melbourne which then cuts to scenes of the bulldogs winning the 2016 premiership.
Audio: “Will September be a month redemption? The despair of last year hurts. Can it drive these dogs? The only club to do it from the 7th, can they go one better?”.
SFX: Crowd noises, the commentary of Jamarra’s goal. Hunters and Collectors do you see what I see starts from the 1:15 mark.
Frame 5
Video: Slow motion shot of Richmond lifting 2020 Premiership cup.
Audio: “Or will it be a September about entrenching a legacy, saying we aren’t done yet”
SFX: Crowd cheering
Frame 6
Video: Charlie Cameron’s Iconic Handlebars celebration in slow motion.
Audio: “Maybe it’s for proving we belong on the big stage, that these lions can roar in September.
SFX: Crowd cheering, Motor bike revs
Frame 7
Video: David Mundy walking off the ground, looking and and pondering “could this be the last time.”
Audio: “Or Perhaps this September belongs out west, the perfect ending for a club great who has seen it all”.
SFX: The audio becomes slightly fainter for brief second.
Frame 8
Video: Jamie Elliot’s celebration with the fans going nuts in the background
Audio: “Or maybe it’s the month of the magpie. The team that just comes back from the dead time and time again.’
SFX: Crowd cheering, Gerard Whatley’s (SEN) commentary of Elliot’s winner against Carlton “Collingwood have closed like the grim reaper!!!!”
Frame 9
Video: Lance Franklins 1000th goal against the Cats, pitch invasion celebration.
Audio: “Maybe is the Bloods Culture that will come up trumps in September? Led by the boot of one of the greats.”
SFX: Crowd cheering, “The legend becomes immortal” – James Brayshaws commentary of the goal (Channel 7).
Frame 10:
Video: Melbourne lifting up the 2021 premiership cup and celebrating with their fans.
Audio: “Last September was pretty sweet for this mob, but the’ll wanna do it all again in front of their own.”
SFX: Crowd cheering, Brian Taylors commentary from the grand final “After 57 long years the Demons are premiers.”
Frame 11
Video: Chris Scott passionately and fiercely addressing his Geelong players.
Audio: “Or maybe this Septembers about proving that old heads do prevail.”
SFX: Crowd cheering
Frame 12
Video: Cuts back to Jonathan brown then to the end card.
Audio: “One thing we know for sure, there will only be one winner this September.”
SFX: Music Stops.