In case there’s somebody out there not up to speed with the Rugby World Cup, the Wallabies play at Twickenham on October 10. BMW is Official Vehicle Partner of the Wallabies.
So BMW agency, Ogilvy Melbourne, got to create the integrated campaign that positions the brand as “the ‘driving force’ behind the national team”.
The TVC packs a billion watts of patriotism into 60 seconds of film with Waltzing Matilda in the background.
The ad is made up of footage of driving the road to Twickenham, supplied by BMW UK, local audio of cheering Australian
crowds and singing to a piano version of Waltzing Matilda. All of this leads to the tagline, The Road to Twickenham should not be driven alone.
“We hope the pairing of stunning visuals with the enthusiastic sounds of Australian supporters creates an emotive and patriotic response, aimed at drawing in fans of the Wallabies and sport enthusiasts alike,” explained Ogilvy & Mather Melbourne general manager, Michael McEwan.
“We wanted to pull on the heart strings and encourage all Australians to get behind the Wallabies as they head to the world rugby stage, supported by BMW. The use of international footage with local audio also reinforces the global perspective on this important sporting event.”
“To make this statement clear, we were lucky to have access to global footage that shows the road to Twickenham as seen from a BMW. It literally shows BMW on a long journey to Rugby’s ultimate competition, and [metaphorically] how it will drive and support the Wallabies – and Australian supporters – to get there.”
The TVC is supported by large format OOH and digital executions, featuring some of the Wallabies most powerful players, plus some of BMW’s most powerful Ultimate Driving Machines, the X5M & X6M. CRM and in-store POS round out the campaign
The campaign will continue to run through the global competition in September and October this year.
Creative credits:
Agency: Ogilvy Melbourne
Creative group head: Cam Mitchell
Creative director (copywriter): Jack Davies
Senior copywriter: Damien Whelan
Copywriter: Alex Brisbane
Art directors: Brad O’Meara & Nick Ogilvy
TV producer: Cleo Wyrill
Group account director: Tim Clark
Account director: Toby Gill
Account executive: Andy Athaide
