TV ad: Socceroos: Qualification Just Got Harder

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Lowe Sydney was asked to promote Australia’s upcoming FIFA World Cup Qualifying Series, starting with their match against Uzbekistan. Lowe responded by adopting an unorthodox strategy - promote the opposition. The campaign kicked off with a seemingly authentic online training video, the footage of which was then used to create a nationally run TVC. The campaign will evolve with follow up activity around the other qualifying clashes with Bahrain and Japan.