Legends of sepia now living colour
By Stuart Honeysett
March 07, 2008 THE National Rugby League has rewritten history in a bid to promote the code's 100th season.
The NRL unveiled its advertising campaign for the 100th season of rugby league and neither Tina Turner nor the Hoodoo Gurus were anywhere in sight.
Gone, too, were the catchy tunes and slick catchphrases which have characterised previous promotions.
The NRL has instead employed the latest in computer technology to splice modern-day players into classic footage from the past to help promote its centenary year.
"We've condensed 100 years of history into 60 seconds," NRL marketing director Paul Kind said.
"There's no doubt it celebrates the great players, but equally it celebrates the players of today and that was something it had to achieve."
Older league fans may fall off their seats when discovering Rabbitohs great John Sattler has been cut out of history, replaced instead by Souths glamour boy Craig Wing, who passes to 1960s star Ron Coote.
Elsewhere Dragons captain Mark Gasnier passes the ball to his uncle and one of the game's seven Immortals, Reg Gasnier, and Test skipper Darren Lockyer joins the backline alongside Clive Churchill.
In another take, Cronulla's Andrew Ettingshausen looms in support for Sharks great Steve Rogers.
The advertisement finishes with legends Norm Provan and Arthur Summons recreating their famous mud-covered gladiators image from the 1963 grand final only to be joined by Melbourne Storm pair Cameron Smith and Greg Inglis.
The advertisement has been in production for the past 12 months and was put together by the same agency, MJW, that was responsible for the successful Simply the Best campaign.
Attempts since then have mainly managed to stir up controversy, especially the Tom Jones-inspired What a Game and Tom Keneally's lamentable Blow that Whistle Ref.
The code abandoned the Hoodoo Gurus-inspired That's My Team campaign which has run since 2003.
Despite calls for a return to the Simply the Best campaign that was so successful in the 1980s, Kind said the NRL needed to appeal to all fans.
"Anything we took from the past would have anchored it in that era," Kind said.