Fergus Stoddart
This is a post by Fergus Stoddart

It’s that time of the year again. Bert Newton dusts off his tux, Julia Morris warms up her vocal cords and Grant Denyer practises his teeth-baring grin. The TV Week Logies always manages to serve up some good old-fashioned Aussie entertainment.

This year’s Logies will be extra exciting for marketers: for the first time since 1978, the TV Week Logies includes an award for ‘most popular TV commercial’.

And we’re excited to be nominated for our Invictus Games ‘Poem’ TVC. An homage to William Ernest Henley’s, Invictus, the ad kicked off the 100-day countdown to the Sydney 2018 Games, and featured real members of the Australian Defence Forces, veterans and those who’d lost loved ones, including a few words from HRH Prince Harry, the Games’ official patron. The ad was well-received both on and offline, with features on Network Ten’s The Project and Seven Sunrise.

Matt Batten, Edge’s executive creative director, says: “It was incredible to meet and work with the truly inspiring men and women in the ad. To sit with them between takes, hear their individual stories and just get to know them, was one of the most heart-warming experiences of working with the Invictus Games Sydney 2018, and of my career.”

The TVC was the centrepiece for a year-long campaign produced by Edge, which included 3000 unique posts on Facebook, LinkedIn, Instagram and Twitter, resulting in 19.79 million impressions and 1.13 million engagements.

Edge’s content lead for Invictus Games 2018, editor Jiyan Dessens, says: “It was truly an honour to work on creative and social content for such a worthwhile cause. The Invictus Games are all about embracing the healing power of sport and, as an agency, we’re excited to further the Games’ legacy in Australia through our nomination.”

While every year the Logies make sure we laugh with Hamish and Andy and smile with Ita, this year we hope it also makes us whoop with joy.