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Google Australia taps into parental emotions to tell Women’s AFL story

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative that should be on your radar. Today, Google Australia takes its AFL sponsorship to an emotional level.

Google Australia has launched a film that shows how Google can help power parenting, through the story of a girl trying to get into women’s Australian football (AFLW).

The emotional video follows a father-daughter story of a girl that wants to get into Australian football, despite her father’s lack of knowledge about the sport. Starting with a Google search about where to buy a football, to translating classic Australian colloquialisms, the story shows that through supportive parenting, the girl eventually becomes great at the sport.

The ad, by 72andSunny, is part of a partnership that Google has with the Australian Football League (AFL), and will be shown during the competition. It’ll air specifically during the women’s final in mid-April.

According to Google, it wanted to show that through resourceful parenting, children can thrive through sports, despite it being tough for some children to get into, particularly girls.

Cameron Luby, director of marketing, consumer apps and platforms, Google Australia, said: “We know community matters to Australians more than ever before. We’re excited to build on our partnership with the AFL by telling an emotionally driven story about how Google Search can help parents help their kids thrive by playing sports. We’re proud of the work, and of our partnership with 72andSunny.”

Alongside the TV activity, a YouTube channel and partnership with Channel 7 will showcase Google tech.