| Title | SIMPLY OBSESSED |
| Brand | FOXTEL |
| Product / Service | NRL |
| Category | A07. Use of Music |
| Entrant | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Entrant Company | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Advertising Agency | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Media Agency | MEDIACOM Sydney, AUSTRALIA |
| Production Company | CURIOUS FILM Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Paul Nagy | Clemenger BBDO Sydney | Executive Creative Director |
| Katrina Jarratt | Clemenger BBDO Sydney | Art Director |
| Tom Russell | Clemenger BBDO Sydney | Copywriter |
| Ben Clare/Brendan Willenberg | Clemenger BBDO Sydney | Senior Creatives |
| Jasmina Krnjetin | Clemenger BBDO Sydney | Group Account Director |
| Karinne Limberiou | Clemenger BBDO Sydney | Senior Account Director |
| George Robertson | Clemenger BBDO Sydney | Account Manager |
| Jo Howlett/Rebekah Lawson | Clemenger BBDO Sydney | Tv Producer |
| Rob Dougan | Clemenger BBDO Sydney | Planning Director |
| Rob Farmer | Foxtel | Head Of Content Marketing |
| Peter Jarmain | Foxtel | Head Of Sports Marketing |
| Travis Conneeley | Foxtel | Creative Director And Head Of Brand |
| Paul Ibsen | Foxtel | Sports Marketing Manager |
| Brendan Gibbons | Curious Films | Director |
| Tara Riddell | Curious Films | Executive Producer |
| Bernard Garry Ase | The Editors/Fin Studios | Post Production |
| Anthony Tiernan | Clemenger BBDO Sydney | Sound Engineer |
In 1990, the NRL (National Rugby League) enlisted pop superstar Tina Turner to front their new ad campaign, singing her smash hit 'Simply the Best'. The ad featured a montage of Tina belting out the song as big burly blokes hit the gym and smashed each other up on the field. For 24 years it remained Australia's most iconic NRL ad. We felt it was time for a comeback. We appropriated the song for Foxtel, a subscription TV service that lets you watch every game of every round. It's a well-known fact that Australians are completely crazy about footy. And with Foxtel's comprehensive coverage of NRL, overconsumption can become unhealthy. Just like our love of beer, sometimes you can have too much of a good thing. That's why our version, called 'Simply Obsessed', is all about the problems that can arise from being a little too obsessed with footy.
We licensed the Tina Turner track ‘Simply the Best’, and then re-rewrote the lyrics to become ‘Simply Obsessed’. Sonar music in Sydney re-recorded and mixed the track. The lyrics were sung by Mahalia Barnes, daughter of rock legend Jimmy Barnes, who recorded a duet of ‘Simply the Best’ with Tina Turner for an NRL ad back in 1993.