Freo Dockers stand tall with Block
This weekend, Fremantle Football Club is kicking off its debut match of the season with the launch of a new TVC by Block that aims to rally fans in support of the Dockers during this year’s 2010 AFL Premiership. The TVC represents Block’s first campaign for Fremantle Football Club.
With the line, ‘What matters is not how big you are, but how tall you stand,’ the commercial reflects the players’ steadfast commitment and pride in representing the Dockers this year.
“I’ve always supported Freo teams. One of my most vivid childhood memories is of Old East Freo winning the 1979 WAFL Grand Final when I was six, so having the opportunity to work for the Dockers is big for Block,” says Mark Braddock, Creative Director at Block.
“It’s an era of reinvention for the Club so this campaign mirrors the talent and drive of this year’s team. The campaign shifts the focus towards the players to feature the line-up’s combination of experience and youth,” Braddock says.
“The new TVC by Block perfectly captures the passion and pride of the club. The feedback from both the players and fans so far has been overwhelmingly positive,” says David Pitts, General Manager Business Operations. “‘Stand Tall’ has stuck a real chord”.
Block’s 30-second Fremantle Football Club TVC airs this Sunday, 28 March 2010.
CREDITS:
Client: Fremantle Football Club
Agency: Block (BlockBranding.com)
Creative: Mark Braddock
Account Director: Renka Harris
Director: Mark Braddock
Producer: Chantelle Edwards, Gould Street Productions
Post: The Office of John Cheese
DoP: Mick McDermott
Sound: Brainestorm
29 Comments
Is there a 60-second?
another nothing campaign from freo – no wonder the fans are so frustrated and angry
25 steps behind west coast both on and off the field
just watched the west coast campaigns from 2005/06/07 -powerful – inspiring – brilliant
such a great opportunity to help a brand that desperately needs it
God I hope the client ruined that, because that’s not good enough.
What a wasted opportunity.
Who the hell is it meant to be directed at?
As a Freo local and supporter, it just isn’t inspiring.
That fucking line….omfg….could we have a worse cliche? Where’s the insight?
Where’s the passion and the history?
I’m pissed off as a supporter and as a fucking dude in advertising.
/Rant.
‘What matters is not how big you are, but how tall you stand’
Apparently it’s not your ability to win games.
Sorry David, but I’m a real fan (season ticket holder) and I have to say this doesn’t capture the passion and pride of our club.
Stand tall means nothing to the Dockers – it is a generic phrase that could be used by any football club (or any sporting club). There’s no concept in this commercial. It doesn’t make me want to get along to the game or reinforce my love for the team.
I’m a Docker to the core but jeez I hope we perform better this year than this commercial will.
Pretty disappointing. Stand Tall is ok, but the 30 spot did nothing for me.
How about a campaign that acknowledges the clubs poor performance, recognises the ongoing loyalty of Freo fans (despite the team failing year after year) and leverages that into a real commitment from the club to do better. Kind of a “we owe it to our fans” type deal. Most Freo members, particularly long standing members have defended the club many, many times over its history and this just comes across as spin without substance to me.
I think it would have been more powerful as a series of vignettes of players (and maybe club management, the coaches etc.) making a real commitment to “stand tall” straight down the barrel, making the promise and connecting with the viewer.
Also, “It doesn’t matter how big you are?” was a big disconnect for me. Freo have the biggest guy in the AFL as one of their stars, they started out with Spider Burton, also at the time the biggest player in the league. They have made the giant ruckman one of their trademarks.
Maybe I just don’t get it.
Just so ordinary. No insight at all. No idea. Channel 9 could have done this.
Ka-ching…
This ad directly tackles the problem. Some of you are so dumb. I’ll explain it for you.
“It doesn’t matter how big you are” is code for “Winning doesn’t matter”
“It’s how you stand. Stand tall” is code for “It’s how you play or support. Don’t slouch.”
Really people.
Poor Mark – as Creative Director.
He’s been absolutely hammered on this blog.
Gotta feel a little sorry for the bloke.
Football always brings out the passion. And watching Freo – on the ground or in a tvc – can also bring out our anger.
I think we are all judging this too hard. What were were really expecting from a Dockers campaign? Our combined creativity is in the doldrums presently. It’s not like there were any great ideas rewarded on Friday night at Oasis. The tv categories were very weak – we all were there to witness that fact.
This is no worse and no better than any other commercial I can recall for any other WA sporting team. 11.26AM where are these supposed brilliant Eagles campaigns?
Wow, definitely a missed opportunity. Naturally as an Eagles fan I’m biased, but nonetheless, I can’t help but echo the sentiments of disappointment the Freo fans have expressed re this commercial.
This execution is completely devoid of emotion, which is incredibly disappointing given how passionate Fremantle supporters are about their club. Their loyalty through thin and thin has been truly astounding and I agree that something earnest – acknowledging the past but providing hope for the future – could have been really powerful.
This spot comes off like the pre-match preview spots Fox/7/10 regularly put together in-house to promote upcoming games. Sure it’s ok, but it’s far from inspiring, which is a real shame.
It’s unlikely this spot will bolster memberships nor inspire existing Freo members to more actively engage with the club, so what’s the point?
Bias notwithstanding – you would never, ever see such mediocrity associated with West Coast Eagles.
6.16.
You can’t be serious.
The reason we are all pissed at this is because it was a golden opportunity to do something great. A brief that had it all, a problem that needed a damn great solution.
And I’ll call out the elephant in the room.
Why did a client like this go to a ‘design’ agency?
Oh and here’s your links to some decent footy ads:
http://www.youtube.com/watch?v=HYeUZbFyPC4
http://www.youtube.com/watch?v=UUtib8KOMKQ&feature=related
Ads with an idea, are topical for the time and are fucking inspiring at the very least.
And I’m a Docker FFS.
Sorry this is so harsh but you’re dealing with hurt people.
And hurt people hurt people.
Don’t make excuses. This is just totally lazy creative or a client that has no idea how to communicate. A combo of the 2 I expect. Safe, generic and predictable. How awesome would it be to get a brief for a footy club.
There’s been some quite nice ads for the Dockers in the past. The passion line was good and the ‘Sore Throat’ ad was a lovely idea.
Lol harsh thread.
Don’t take it to heart guys.
We’ll all be backslappin at the next event.
5:53… and Tinning or Buchanan hasn’t?
Goes with the territory bro. Deal.
Why didn’t the new chairman block this?
Kinda weird that the first year Steve becomes President of the Dockers is the last year Brand handle the campaign. What happened there?
Steve surely you as president have some say in this?
Next brief why not open it up to the whole industry, say creatives under 25, to come up with an idea? Or open it up to all Dockers members as a public competition with the prize being a box at a game?
The result will be better than this.
It can still be done through Block with Mark as CD.
Onya Freo. Love it!
6.51
Yeah lets open up all to all creatives – isn’t that like free creative?
After all footy clubs just don’t have any money…
And what’s with the age thing?
As a follow up. Yeah, the ad sucks.
But you have to laugh when a team with an anchor around it’s neck is constantly losing, and doesn’t approach the real issues.
1. Symbols all wrong.
An anchor is a large heavy object. Don’t wear a life size anchor icon on your chest.
2. They don’t play in their homeland.
Subiaco has and always will be the home of a) Subiaco and b) The Eagles. Why else would all the Freo fans go straight home after the games (win or lose)?
3. Colours.
’nuff said.
Wow some people bring up the “we need new stadiums” at any chance they get…
okay i get the ad, but I prefer the old one that was about the supporters (rather than the team) due to their constant losing previously (well done over the weekend).
Maybe a chance to visit WCE branding seeing as they are still running mighty and powerful WCE ads but haven’t performed at all well in the last couple of years?
A little reminder 11.31 – WCE : Five Grand Finals, Three Premierships.
No other team in the history of the AFL has achieved that.
If you are going to build a tradition, please start soon ‘cos 15 years and still waiting is dragging on.
The TVC forgot the FFC membership phone number – won nothing, won nothing, won nothing
Standing tall with my team – love the ad!
1.27pm – i am 11.31 and am actually a WCE supporter but leaders, and key players move to different teams (no I’m not referring to Ben Cousins as the best thing he did for the team was leave) so we can’t keep chirping that same song of we have been the best so far… afterall Port Adelaide can say they’re the oldest team but who cares unless it was how long they’ve been in AFL as we know it today?
Right i need a comment about ads in here – congrats to all the winners at Oasis, hope you all get a big pay rise!!
11.31 To clarify: We don’t need stadiums. It’s called Footy. You play it on an Oval. And Freo is playing on someone else’s oval. With an anchor. In purple.
Footy (FOOTball) – a game you place 50% of the time with your hands – emmm…that makes perfect sense.
re stadium. If we are lucky enough to get the world cup in 2002, where exactly would you be playing the satellite games – perhaps Nedlands foreshore, I hear they have great toilet and kiosk facilities.
As a sporting state we punch well above our weight.
That’s something I’d like to go back in time to see. The Satellite Games ’02.
Who should I go for. NASA v China? Is AUSSAT in the mix?
Or is more of a Google thing?