Not so very long ago, women’s football was dismissed as lightweight. A rousing campaign and the rallying cry, ’Til it’s Done, by Ogilvy and Football Australia, in 2023 helped to turn Aussie disinterest into passionate fandom for the CommBank Matildas. That rallying cry has been brought to the fore again in a new Football Australia campaign, launched in the lead-up to the AFC Women’s Asian Cup 2026.

The campaign, leads with a film, This is how we Waltz – ’Til it’s Done, developed by Ogilvy to help lift support for the celebrated national women’s team, set to Australia’s unofficial national anthem, Waltzing Matilda.  It highlights the full extent of the Tillies’ steely determination both on-field and in-training, along with the familiar motto of ’Til it’s Done, used by countless supporters during the FIFA Women’s World Cup Australia & New Zealand 2023.

Ogilvy Melbourne managing partner, Danielle Chapman, stated, “When ‘Til It’s Done was first launched several years ago, it became unmistakably linked to a team that captured the nation’s attention and imagination. And as they head to another international challenge, we wanted to ensure that same support could be garnered in a creative approach that used this highly successful, long-term sports brand position in a way that also felt new.”

Ogilvy Melbourne, group creative director, Josh Murrell, added, “Waltzing Matilda has long been associated with a carefree spirit, and this film uses that contrast to redefine what it means to “waltz” with the Matildas, setting the song’s lightness against the discipline and intensity behind the team’s preparation.

“Having the bush-ballad’s lyrics delivered by a 14-year-old with quiet emotion contrasts with the contemporary, high-intensity visuals included in the campaign. The result balances heritage with high performance, creating a film that feels gritty and driven by modern ambition – just like our Tillies.”

Football Australia chief executive officer, Martin Kugeler, commented, “The CommBank Matildas captivated the nation in 2023, bringing people together in a way few teams ever do. Their performances, spirit, and connection with fans created moments that Australians will remember for ever.

“With another major home tournament on the horizon, there’s a real opportunity for the team to once again inspire and engage supporters across the country. This campaign draws on the team’s namesake, ‘Waltzing Matilda,’ as a nod to the resilience, determination and bravery people see in this team. We hope it encourages Australians to get behind the CommBank Matildas as they once again play a major tournament on home soil.”

This is how we Waltz – ’Til it’s Done was filmed at polytec Stadium, Gosford, in a two-game friendly series against trans-Tasman rivals New Zealand held in November 2025. It will appear from this week across TV and BVOD, social and OLV.  

Credits:
General Manager, Marketing, Football Australia: Nicole Zosh
Marketing Manager ‑ Women’s Football and Competitions: Angus Johnstone
Creative Manager, Football Australia: Ryan Ostle
Strategy, Creative, Production: Ogilvy 
Production: WPP Production
Voice-over artist: Olivia-Rose Hodgkins
Director: VERSUS (Tanya Babić & Jason Sukadana) 
Music & Sound: OTIS