I can’t locate the article right now but I read somewhere that possibly the most successful advertising campaign in Australian sport nearly sank before it began because the dinosaurs running rugby league clubs at the time didn’t want a black American grandmother promoting the game.
Lucky that saner, more progressive heads won the day
No, wasn’t quite like that Legends. I’ve read a similar article from around 5 years ago.
It was more that people in the NSWRL were simply baffled by the proposal put in front of them.
They just couldn’t piece together a connection in their heads, between an American singer, who probably hadn’t even seen the game, or even knew what it was, and a sport that was an intertwined part of quintessential working class Aussie culture. And without the benefit of hindsight, it would have seemed pretty obscure and far fetched, not to mention expensive and high risk.
What they were missing however, is that those proposing the campaign were trying to balance connection to the traditional audience with attracting a wider audience also. Suffice to say, history tells us they seemed to succeed very much so, in walking that bridge. In fact, later editions of the campaign featured Tina and Barnsy singing the song as a duet. What an emblematic illustration of what they were trying to do.
The campaign was indeed, high risk, high reward, yet visionary. And an interesting irony, that from forging the Rugby League connection, Tina Turner became probably an even bigger star In NSW and QLD than she was in her home market, particularly for the latter years of her career.