AD-FREE
| Title | AD-FREE |
| Brand | FOXTEL |
| Product / Service | FOX SPORTS |
| Category | A08. Media & Publications |
| Entrant | CUMMINS & PARTNERS Sydney, AUSTRALIA |
| Idea Creation | CUMMINS & PARTNERS Sydney, AUSTRALIA |
| Production | SCOUNDREL Moore Park, AUSTRALIA |
| Production 2 | SONG ZU McMahons Point, AUSTRALIA |
| Contributing | FOXTEL Sydney, AUSTRALIA |
| Contributing 2 | FOX SPORTS Sydney, AUSTRALIA |
Credits
| Name | Company | Position |
|---|---|---|
| Julian Schreiber | Cummins&Partners Sydney | Executive Creative Director |
| Tom Martin | Cummins&Partners Sydney | Executive Creative Director |
| Mandie van der Merwe | Cummins&Partners Sydney | Art Director |
| Avish Gordhan | Cummins&Partners Sydney | Copywriter |
| Adam Ferrier | Cummins&Partners Sydney | Chief Strategy Officer |
| David Flanagan | Cummins&Partners Sydney | Group Account Director |
| Georgia McLean | Cummins&Partners Sydney | Account Director |
| Shannon Mason | Cummins&Partners Sydney | Account Manager |
| Olivia Etzine | Cummins&Partners Sydney | Account Executive |
| Shane Wilson | Cummins&Partners Sydney | Finished Art |
| Abby Hunt | Cummins&Partners Sydney | Agency Producer |
| Tim Bullock | Scoundrel | Director |
| Adrian Shapiro | Scoundrel | Producer |
| Chantal Walker | Foxtel | Director of Sports Marketing |
| Carly Loder | FOX SPORTS | Director of Marketing & Communications |
| Simon Kane | Song Zu | Sound Design/Engineer |
| Jessica Bonney | Song Zu | Sound Producer |
| Aborah Buick | Heckler | Post Production |
Brief Explanation
The film opens on two Aussie office workers who are talking about their plans for the weekend. It sounds like a typical conversation between two guys who are pretty excited about watching sport – except they’re not talking about sport. They’re talking entirely about watching ads. The lead character announces that he can’t wait for the “wall-to-wall ad action” and even interrupts his conversation to make sure one his work mates is coming over on the weekend to watch the ads with him. The scene ends with our two office workers exchanging a very awkward celebration of the ads as a super proudly declares, “We’re not an ad loving nation. We’re a footy loving nation.” We see a dynamic sports montage as a VO and super announce that there are no ad-breaks during play on Fox Sports. That’s because in Australia, “We’re a FoxSporting Nation”.