AFL invites a younger generation to the world of 'pigeon interference' and 'legendary speccys'

Every sport comes with its own vocabulary—built over years of key moments, traditions, cultural artifacts, and fan rituals. So, it is with the Australian Football League (AFL), with phrases like Irish Invitations, 'legendary speccys', and 'pigeon interference'. A language that make about as much sense to non-fans of the AFL, as Gen Alpha slang does to a boomer.

With its new 'Get In On It' brand platform for the 2025 Toyota AFL Premiership Season, 72andSunny dig deep into the sport's 160 year old history. The launch commercial celebrates the unique lingo associated with Australian football, while encouraging younger fans to get curious and participate. The ad features footage from AFL history, set to a soundtrack by local Melbourne band Sleepazoid. The cast for the campaign includes real fans from every single AFL team.

AFL executive general manager customer and commercial Bec Haagsma said, “So many people that I meet have a story to tell about Aussie rules footy. ‘Get In On It’ celebrates this tradition in a creative way and shows fans that they can experience the sport through attendance with other fans, or be part of the action, anywhere, anytime—whether it’s at the local pub, from their loungeroom, on socials or even on the catwalk!  Once you know a little, you want to know it all.”

Director Madeleine Purdy from production house Good Oil said, “The sickest thing about footy—cliche or not—is that it brings people together. I wanted to bring the sport to life in a very out-of-category way. The way that sports fandom exists in the world, but not how it’s usually shown on TV.”

72andSunny chief creative officer, Wez Hawes said, “The AFL is steeped in so much folklore, history and fandom, there’s so much to unpack. Especially for a new younger audience who are deep diving and going further than scratching the surface of things they are passionate about. The rich, graphic tapestry of the launch film is just the beginning of our journey to bring the next generation of Aussies in on it. From how to get a mane like Bailey Smith, to deep diving on why a North Melbourne player is named after a packet of chips.”

‘Get In On It’ is set to roll out across out-of-home, digital, and social media channels.

Campaign’s take: At first glance, 'Get In On It' seems almost intimidatingly alien to all those who are not steeped in the mythos of the AFL. However, the many visual and narrative flourishses do succeed in building intrigue and interest. While unlikely to make a casual viewer immediately pick and start rooting for a favourite side, the films could inspire an online search or two, just to see what the fuss is all about—often the first step to a lifelong fandom.  

CREDITS:

Client: AFL
General Manager Fan - Amanda Romeo
Creative and innovation director - Jonathan Bernard
Senior manager - retail marketing - Anthony Voyage
Marketing manager - AFLW - Lauren Grigg
Creative projects manager - Madeline Gibellini
Producer - Ines Guarda
Art director - Martin Cook
Media assets manager - Chris Bell
Media planner/buyer - Lauchlan Mount
Special thanks to:
AFL Licensing: Grace Kneale and Jeremy Moore
Agency: 72andSunny
Production company: Good Oil
Director: Madeleine Purdy
Executive producer: Sam Long
Head of production: Chana McLallen
Producer: Taryn Mueller
1st AD: James Miles
DOP: Jesse Gohier-Fleet
Art director: Imogen Walsh
Wardrobe: Brynna Lowen
Casting: Studio P / Peta Demastis
Offline & online Editor: Jos Eastwood
Grade: Matt Fezz
Graphics & illustration: Marcus Dixon & Lewis Oxenbould
VFX: Rob Moffett & Igor Maluf
Music & sound house: Rumble Studios
Composer: Nick Polovineo & Felix Bornholdt
Sound designers: Tone Aston & Renee Park
Band: Sleepazoid