If Telstra’s commercial for its partnership with the NRL and AFL doesn’t make you cry a little bit and smile a lot, you’re not Australian. (If you’re actually not Australian, welcome to the country that helps out each other and puts footy above everything else.)

This is Footy Country is a beautiful, and largely true story by The Monkeys about the spirit of regional Australia, highlighting Telstra’s commitment to regional Australia at the same time celebrating country footy and the deep relationship between local footy clubs and their communities.

The Monkeys group chief creative officer Scott Nowell, stated, “The campaign aims to celebrate the deep bond that exists between country footy clubs across Australia and their communities. Country footy emphatically represents the very best aspects of these codes, so a chance to shine a spotlight on it – using so much local talent – has been a real joy.”

The campaign uses Telstra’s sponsorships with community initiatives across both football codes and creative assets through broadcast and in-stadium signage, as well as in Telstra’s own retail environment.

The heartwarming story is told through the eye of Exit director, Mark Molloy, who also directed Apple’s famous Underdogs films.  

This is Footy Country will run through the footy finals season until October 1, across TV, online and out of home, including billboards and Stadiums.

Telstra chief marketing officer, Brent Smart, commented, “Whether you’re an AFL or NRL fan, footy invokes a feeling in us and a sense of community and it’s in the country where this runs deepest. Telstra has a strong affinity with regional Australia and we’ve been working with the AFL and NRL for over two decades, so we decided to marry the two together with our new creative platform, This is Footy Country.”

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