NRL focuses on footy for its 2021 ad campaign after last season’s commercial was slammed by fans

If it ain’t woke, don’t fix it: NRL focuses on footy for its 2021 ad campaign after last season’s $1million social justice promotion was slammed by fans

  • NRL is focusing on the dazzling on-field feats of its players from 16 clubs in 2021
  • Last year many fans felt the promotion of the sport was politically charged
  • Premiers Melbourne host South Sydney in season opener on Thursday, March 11

The NRL is getting back to basics to promote the upcoming season after its disastrous ‘woke’ million-dollar social justice campaign last year. 

The league blew almost $1million on a revamp of Tina Turner’s 1989 hit Simply The Best featuring Indigenous issues and marriage equality

This year will instead focus on actual rugby league, headlined by one of the most exciting and spectacular moments of 2020. 

Josh Papalii’s inspirational ankle tap on Jamal Fogarty (pictured above) is tipped to be a focal point of the NRL’s 2021 advertisement campaign

Canberra prop Josh Papalii’s ankle grab on Gold Coast’s Jamal Fogarty will be the key sell, according to the Sydney Morning Herald.

Papalii became a cult hero last August when he successfully chased down Titans halfback Fogarty mid-match to save a certain try. It was a huge display of athleticism for a man who tips the scales at 112kg. 

By contrast, the 2020 version had controversial South Sydney fullback Latrell Mitchell draped in an Aboriginal flag.

Also included was a kiss between Karina Brown and Vanessa Foliaki after a women’s State of Origin match at North Sydney Oval. 

The image of South Sydney fullback Latrell Mitchell (pictured above) draped in an Aboriginal flag saw mixed emotions from footy fans

The image of South Sydney fullback Latrell Mitchell (pictured above) draped in an Aboriginal flag saw mixed emotions from footy fans

The image of former couple Karina Brown and Vanessa Foliaki (pictured above) also was a talking point last year

The image of former couple Karina Brown and Vanessa Foliaki (pictured above) also was a talking point last year

NRL chief executive Andrew Abdo, who 12 months ago oversaw the ad in his former role as the sport’s chief commercial officer, denied the clip deliberately set out to send a political message to supporters.   

‘It’s not ticking a box… ‘It’s genuine, authentic and a showcase of our history,’ he said last year when quizzed on the issue.

‘The intent of the campaign is to embrace what’s happened in the last 30 years, but also to give a nostalgic feeling for people who are new to the game to understand the moments that have mattered so they can feel part of it.’

Fans savaged the ‘woke’ ad and accused the league of putting politics ahead of the sport, though many did support the attempt at appealing to diversity.

The NRL is also acutely aware it must hit the ground running following a litany of off-field incidents over the past few months.

Tina Turner's iconic Simply The Best ads from yesteryear will always be part of the game's fabric

Tina Turner’s iconic Simply The Best ads from yesteryear will always be part of the game’s fabric

Players will be looking to keep their noses clean after the governing body recently confirmed it will look to increase its maximum fine for player misbehaviour to $100,000 per offence.

The aim is to appropriately punish repeat offenders and simultaneously clean up the battered image of the game.

‘We want to send a message that it’s a privilege to play in the NRL,’ Peter V’landys,  chairman of the Australian Rugby League Commission, said recently.

‘When you play in the NRL you are a role model and need to act accordingly.’

Defending premiers Melbourne host South Sydney in the NRL season opener at AAMI Park on March 11.