Creative & Directed by Hello Shovel’s Adam Connolly, while at Visual Domain
TCL x AFL Campaign
TCL – Homing with BT, Another Dynamite TCL Performance
Footy fans don’t need another ad yelling at them during finals season. They need something that feels like it belongs in the conversation.
For TCL’s AFL Finals campaign, we dug into one of the most recognisable parts of modern footy culture, Roaming Brian. The awkward interviews. The off-the-cuff energy. The weird one-liners. Then we dragged it out of the locker room and straight into the home.
About the project
The brief from TCL was to create a campaign that connected with AFL audiences during finals season while showcasing multiple products across the range, from TVs and soundbars to washing machines, fridges and air conditioning.
Rather than forcing football into a retail ad, we looked below the surface at what AFL fans actually love watching outside the game itself. One thing kept coming up: Roaming Brian.
The idea became simple. What if Brian Taylor wasn’t interviewing players after the game… but homeowners after elite household performances?
The campaign leaned hard into parody, but grounded it with genuine product features and authentic performances so the humour never felt manufactured. Shot across multiple product setups, the production combined handheld sports-style camera work, improvised performances captured in one take and detailed production design to recreate the energy of a real AFL broadcast inside suburban homes.
Good ideas usually start where you least expect them. This one started in the post-game coverage.
By tapping into a format AFL fans already knew by heart, the campaign instantly felt familiar, watchable and built for finals season. The humour gave TCL permission to talk product features without sounding like a product demo.
Across TV, BVOD and digital, the spots delivered a campaign platform flexible enough to stretch across multiple product categories while still feeling like one connected idea. From fake walls built for air-con installs to carefully choreographed handheld camera chaos, every detail was designed to make the parody feel real enough to belong on game night.
Sometimes the best way to sell performance is not to talk about it like an ad, but celebrate it as part of the team.
