{"id":485314,"date":"2026-02-17T08:01:14","date_gmt":"2026-02-17T08:01:14","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/485314\/"},"modified":"2026-02-17T08:01:14","modified_gmt":"2026-02-17T08:01:14","slug":"football-australia-reprises-til-its-done-in-new-campaign","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/485314\/","title":{"rendered":"Football Australia reprises \u2018til it\u2019s done\u2019 in new campaign"},"content":{"rendered":"

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Football Australia has relaunched the CommBank Matildas\u2019 rallying cry \u2018Til it\u2019s Done\u2019 in a new national campaign via Ogilvy<\/a>, ahead of the AFC Women\u2019s Asian Cup 2026<\/a>.<\/p>\n

Live this week, the integrated campaign is anchored by a hero film set to Waltzing Matilda, positioning the team\u2019s grit and preparation against the backdrop of Australia\u2019s unofficial national anthem.<\/p>\n

Revisiting a cultural moment<\/p>\n

Originally synonymous with the CommBank Matildas\u2019 run during the FIFA Women\u2019s World Cup Australia & New Zealand 2023, \u2018Til it\u2019s Done\u2019 became a unifying phrase for supporters across the country.<\/p>\n

The new campaign seeks to build on that equity while refreshing the creative approach for the next major tournament.<\/p>\n

Ogilvy Melbourne managing partner Danielle Chapman said the intent was to leverage strong recall while evolving the brand platform.<\/p>\n

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Image: Ogilvy<\/p>\n

\u201cWhen \u2018Til It\u2019s Done was first launched several years ago, it became unmistakably linked to a team that captured the nation\u2019s attention and imagination. And as they head to another international challenge, we wanted to ensure that same support could be garnered in a creative approach that used this highly successful, long-term sports brand position in a way that also felt new,\u201d she said.<\/p>\n

Waltzing Matilda, reimagined<\/p>\n

The hero film reinterprets Waltzing Matilda, using the song\u2019s familiar melody in contrast to intense on-field and training sequences.<\/p>\n

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Image: Ogilvy<\/p>\n

Ogilvy Melbourne group creative director Josh Murrell said the creative tension between the anthem\u2019s tone and the team\u2019s preparation was deliberate.<\/p>\n

\u201cWaltzing Matilda has long been associated with a carefree spirit, and this film uses that contrast to redefine what it means to \u201cwaltz\u201d with the Matildas, setting the song\u2019s lightness against the discipline and intensity behind the team\u2019s preparation.<\/p>\n

\u201cHaving the bush-ballad\u2019s lyrics delivered by a 14-year-old with quiet emotion contrasts with the contemporary, high-intensity visuals included in the campaign. The result balances heritage with high performance, creating a film that feels gritty and driven by modern ambition \u2013 just like our Tillies.\u201d<\/p>\n

The campaign was filmed at Polytec Stadium in Gosford during a two-game friendly series against New Zealand in November 2025.<\/p>\n

Building momentum for a home tournament<\/p>\n

Football Australia<\/a> chief executive officer Martin Kugeler said the campaign aims to recapture the sense of national unity seen in 2023.<\/p>\n

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Martin Kugeler<\/p>\n

\u201cThe CommBank Matildas captivated the nation in 2023, bringing people together in a way few teams ever do. Their performances, spirit, and connection with fans created moments that Australians will remember for ever.<\/p>\n

\u201cWith another major home tournament on the horizon, there\u2019s a real opportunity for the team to once again inspire and engage supporters across the country. This campaign draws on the team\u2019s namesake, \u2018Waltzing Matilda,\u2019 as a nod to the resilience, determination and bravery people see in this team. We hope it encourages Australians to get behind the CommBank Matildas as they once again play a major tournament on home soil.\u201d<\/p>\n

\u2018This is how we Waltz \u2013 \u2019Til it\u2019s Done\u2019 is rolling out across TV, BVOD, social and online video, forming part of Football Australia\u2019s broader build-up to the AFC Women\u2019s Asian Cup 2026.<\/p>\n<\/p>\n

Credits:<\/p>\n

Nicole Zosh \u2013 General Manager, Marketing \u2013 Football Australia<\/p>\n

Angus Johnstone \u2013 Marketing Manager \u2011 Women\u2019s Football and Competitions<\/p>\n

Ryan Ostle \u2013 Creative Manager at Football Australia<\/p>\n

Strategy, Creative, Production \u2013 Ogilvy<\/p>\n

Production \u2013 WPP Production<\/p>\n

Voice-over artist: Olivia-Rose Hodgkins<\/p>\n

Director: VERSUS (Tanya Babi\u0107 & Jason Sukadana)<\/p>\n

Music + sound: OTIS<\/p>\n

Top Image: Ogilvy<\/p>\n

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report \u2013 delivered for free every morning to your inbox.<\/a><\/p>\n