Sync Watch: Coles recruits Electric Fields to soundtrack AFL finals series campaign

Coles has released a new campaign for the 2021 Toyota AFL Finals Series to crown the sport as ‘The Best Value Game On Earth’.

The 30-second TV spot makes use of crowd and game footage alongside cameos from AFL stars and Coles ambassadors Eddie Betts and Anthony McDonald-Tipungwuti to highlight “why Australians love AFL so much”.

The commercial is soundtracked by Adelaide-based electronic duo Electric Fields, who deliver a scintillating rendition of Donna Summer and Giorgio Moroder’s disco classic ‘I Feel Love’ to accompany the campaign’s messaging.

The ad was developed by DDB Sydney and will run across the Seven Network throughout September.

DDB Australia’s managing director of strategy and innovation, Leif Stromnes, said it was brilliant to work with Coles and the AFL to stir up excitement for finals season.

“This work is a celebration of the AFL – the players, the teams, the fans, the passion, and Coles’ support of the game that brings us together with such great value,” he added.

AFL executive general manager of customer and commercial, Kylie Rogers, said that the campaign captured the feeling of finals fever and the overall spirit of the game.

“This year’s home and away season has provided Australians all around the country excitement and connection,” Rogers said.

“We are pleased to be able to work with Coles to launch the new campaign highlighting exactly what it is that makes our game unique.”

Campaign credits

Client: Coles
Chief Marketing Officer – Lisa Ronson
Head of Brand & Content – Bianca Mundy
Head of Events & Sponsorships – Carmel Horvath
Marketing Manager – John Blaskett

Agency: DDB Sydney
Managing Director of Strategy and Innovation – Leif Stromnes
Creative Partner – Noah Regan
Managing Partner – Pippa O’Regan
Business Director – Madeleine King
Head of Integrated Content – Renata Barbosa

AFL:
AFL Executive General Manager of Customer and Commercial – Kylie Rogers
AFL Publicist – Georgia Ahern

Senior Producer – Sam Harris

Music: Electric Fields, I Feel Love
Music Supervision – Level Two Music
Publishing – Universal Music and WarnerChappell
Electric Fields appear courtesy of Sony Music Publishing