The AFL and Channel 7 Launch 'Don't Believe in Never' TV Program
Following the successful launch of the AFL's new
creative platform 'Don't Believe in Never', Channel 7 has commissioned
the AFL and Clemenger BBDO Melbourne to produce a 30- minute TV program.
Airing tonight, Thursday March 22, following the 2018 Toyota AFL Premiership Season opening match between the reigning AFL Premiers the Richmond Football Club and the Carlton Football Club, the program titled 'Don't Believe in Never' is an extended version of the short film featuring Richmond launched last week. Featuring coach Damien Hardwick, captain Trent Cotchin, and 2017 Brownlow Medalist Dustin Martin, it plots the highs and lows of the 2016 and 2017 seasons, culminating in Richmond's stunning 2017 Toyota AFL Grand Final win.
Says Simon Lamplough, managing director of Clemenger BBDO Melbourne: "The 'Don't Believe in Never' platform is full of potential. It's been great to see it come to life and this opportunity with Channel 7 is one of many we hope to realise with a range of AFL media and sponsorship partners this season. A big thank you to the AFL, Clemenger, Channel 7 and Finch teams for making it happen. 30 minutes of broadcast airtime is something you don't get offered every day so I'm delighted we've been able to do it justice."