Coles and the AFL launch new finals ad campaign

20 Aug 2021

Ahead of the 2021 Toyota AFL Finals Series, Coles has launched its latest campaign to tell the story of why Australians love this great game so much.

Arial shot of the MCG 

Eddie Betts speaks to camera 

Eddie Betts: Why do you think Australians love AFL so much? 

 Cut to Steph Chiocci snapping a goal against GWS 

Cut to football stadium, the ball sails through the goal posts while the crowd cheers 

Cut to arena scoreboard showing Mark Taylor dressed as a cricket umpire 

Make it six! 

Cut to Coles team member stacking shelves 

You get a point just for having a crack. 

Cut to male basketball player slam dunking on a basketball court 

Cut to Anthony McDonald-Tipungwuti sitting on top of the basketball backboard on a basketball court who jumps down 

Pretty good. 

Cut to highlight footage of Anthony McDonald-Tipungwuti tackling in a game 

Brian Taylor: Tipungwuti mows him down 

Cut back to basketball player on a basketball court 

That's really good. 

Cut to inside a Coles truck with a Brian Taylor bobble head doll 

Brian Taylor VO: Absolutely sensational. 

Cut to Coles driver in a truck listening to the radio  

Cut to wide shot of Coles truck driving over a bridge 

Go son, go! 

Cut to stock footage of an AFL crowd cheering 

Cut to stock footage of an AFLW player taking a mark 

Cut to fan celebrating in the stands  

Cut to stock footage of an AFL player taking a mark 

Brian Taylor: Coles, proud sponsor of the game with more value than any other. 

Cut to fan celebrating in the stands 

It’s so good. 

Cut to Eddie Betts talking direct to camera 

That’s why we love it so much. 

Cut to AFL umpire bouncing a ball on the Coles centre circle  

Value the Australian way x Proud partner of AFL & AFLW  

Eddie Betts afl player
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The advertisement stars AFL legends Eddie Betts and Anthony McDonald-Tipungwuti, who are proud Coles ambassadors, and features a cameo appearance from cricketing great Mark Taylor.

The campaign brilliantly captures the excitement and energy of the AFL, and the outstanding moments the game is famous for.

Electric Fields, known for their merging of traditional Anangu culture and electronic music, provide the soundtrack with an inspired cover of the Donna Summer disco classic ‘I Feel Love’.
AFL Executive General Manager of Customer and Commercial Kylie Rogers said the launch of this year’s finals campaign was an exciting milestone.

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

Coles Chief Marketing Officer Lisa Ronson was delighted to now share the creative with sport loving audiences all around the country.

“We are so excited about the finals series at Coles and we are proud to have our inspirational ambassadors helping us celebrate the game with the fans. We are passionate about helping Australians lead healthier and happier lives and this ad supports our position as a proud sponsor of the AFL and AFLW - we love what the game delivers to our customers,” said Ronson. 

Coles and the AFL announced a five-year partnership in 2020, with Coles taking the naming rights of the centre circle.