NRL launch advertisement
Jessica Mauboy performs a re-mix of the classic Etta James track 'Something's Got a Hold On Me' for the new NRL launch advertisement.PT1M0S http://www.canberratimes.com.au/action/externalEmbeddedPlayer?id=d-2f4y3 620 349 February 27, 2013
''Something's got a hold on me and it won't let go;
''My heart feels heavy, my feet feel light;
''I shake all over but I feel all right;
Massive step … Jessica Mauboy on Tuesday. Photo: Brendan Esposito
''It sure feels strange but it sure feels good;
''I've never, ever felt like that before.''
ACCORDING to Jessica Mauboy, the lyrics she sings in the new NRL advertisement could have been written about the game rather than by an American soul singer more than 50 years ago.
Mauboy, whose father told the award-winning actor and singer she had finally ''made it'' after recording the song, saw the final version of the television commercial for the first time on Tuesday and said she was proud to be involved in the $1 million advertising campaign.
''It is pretty much the top for me at the moment, I am excited,'' Mauboy said. ''Being an Aussie, being part of such an Aussie brand, that is huge for me. Growing up I had always envisaged doing something for Australia and representing so this is a massive step.''
She is also proud to be following in the footsteps of Tina Turner after the NRL decided to cut short a three-year deal with Bon Jovi to use This Is Our House as its theme song.
''I love Tina. I am a massive fan and I hope she hears about it,'' Mauboy said.
With $20 million per year in advertising on Channel Nine and Fox Sports as part of the new $1.025 billion broadcast deal, NRL marketing and commercial general manager Paul Kind said the game had an opportunity to go in a new direction.
''We have never had the kind of money that we have got in 2013 to allocate in marketing so we have never been able to effectively promote beyond the retailing of the premiership,'' Kind said.
''What we have got with this $20 million per year contra is the ability to take on our opposition at a level of investment near to where our opposition has invested in the past so it is a completely different landscape for us.
''That lends itself to us being more aggressive, more diverse and we have got a footprint across the country to promote that message.''
Kind said the commercial, in which Mauboy sings the Etta James song Something's Got a Hold on Me, was aimed at all aspects of the game from grassroots to the NRL. ''In very simple terms, Bon Jovi had two speeds - stop and flat out,'' he said.
The new commercial features footage from last season that has been edited so that the action goes from NRL stars on the field kicking or passing to a variety of groups playing in a park or on the beach.