http://www.barryhallhall.com.au/Big Bad Barry looks the goods
By Tim Morrissey
August 03, 2006 12:00
http://www.news.com.au/dailytelegraph/s ... 23,00.html
IT'S Barry Hall like you've never seen him. The toughest man in the AFL looking resplendent and refined in a tweed suit as head of "Barry Hall Hall", centre for AFL Fan Education and Excellence since 2006.
Meet Professor Barry Hall, the latest weapon in the battle of the codes officially launched by the AFL last night.
The AFL has engaged the Sydney Swans' premiership captain in a new $1 million television and website campaign designed to educate non-traditional AFL fans in Sydney to the idiosyncrasies of Australian Rules football.
As Dean of the fictitious Barry Hall Hall – which is all very Monty Python-esque – the Swans' menacing centre half-forward irreverently explains the eccentricities and unique rules of the game in a series of television ads that also point to the very tongue-in-cheek barryhallhall website (See link to right of story).
"In Sydney we get asked a lot of, 'Why do you do this or that' questions and a lot in particular about the rules," Hall said.
"Probably because there is inconsistency in the interpretation of the rules and decisions it is hard for Sydney people to understand.
"I think this will help clear it up a little bit and hopefully people will embrace the website."
The novel campaign also completes the evolution of Hall from AFL bad boy to poster boy for the biggest football code in Australia.
After a string of run-ins with the AFL tribunal Hall has completely turned around his image as a thug without losing his intimidating on-field persona.
The greatest example of that was in last Saturday night's win over Port Adelaide when Hall eye-balled Chad Cornes.
Just a slight movement of Hall's shoulder was enough to cause Cornes to flinch back and fall to the ground.
AFL GM of marketing and communications Colin McLeod believes the self-deprecating humour the campaign is built on along with Hall's huge profile in Sydney is what makes it work.
"Professor Barry Hall with a cup of tea and three-piece suit, we thought that created a nice contrast to Big Bad Bustling Barry," McLeod said.
"Also Barry is very big in Sydney and very recognisable and has a big personality.
"We didn't want to put together a campaign that just said here's the rules of the game.
"It is a bit irreverent, we think it should be a fun experience and we are quite happy to poke a bit of fun at ourselves."
The whole campaign from conception to completion all happened very quickly after the AFL approached Hall just over a month ago.
Professor Hall, assisted by fellow Swans Tadhg Kennelly, Jude Bolton and Adam Goodes, celebrates the game of AFL by taking viewers through a series of football lessons.
It took three days to shoot the video lessons and despite being a little nervous about his acting debut Hall is more than happy with the final results.
"The one think I didn't want to do is those stupid corny ads," Hall said.
"They showed me a few of the ideas they had a a few of the sketches of what they were planning to do and I was really excited about it.
"I was a little bit nervous about what other people would think about it but it has turned out as good as I had hoped."
Anyone able to hear the sound properly. The site seems to have sound buffering issues. Can't wait to see the tv adverts.
