In the late 80s, rugby league and Australia were a very different place.
The sport of rugby league was far from the multi-billion dollar giant it is today.
Still known as NSWRL and riddled with tobacco advertising, the game realized it needed a makeover to attract a new audience in the face of the growing threat from the south, the sprawling VFL.
Enter one of the most iconic musical acts of the 20th century, Tina Turner.
The American superstar known as the Queen of Rock’n’roll became the figurehead of the — at that time more than any other — game of the slightly downtrodden Australian working class.
At first glance, there was no more incongruous couple.
“She was that international icon,” then NSWRL general manager John Quayle told ABC Brisbane.
“It was a wonderful moment for all of us. To think that we were a part of that during the time that was wonderful for rugby league. It was a special moment for all of us.”
Rugby league has been part of the fabric of life in New South Wales and Queensland for almost a century, but as the promotion of the sport has become increasingly important in an increasingly crowded entertainment market, the bodies rectors knew they needed something special to stand out from the rest. crew.
And Turner was definitely special.
Advertising executive Jim Walpole approached the NSWRL with the idea of using Turner to film an advertisement using his hit song, What You Get Is What You See.
What followed was an innovative and admittedly risky piece of television that would help propel rugby league to a different level.
Shirtless rugby league players mix training montages with looking back, sensuously over their shoulders as Turner struts down a dark hallway, belting out his 1985 hit.
Unbelievably, thanks to movie magic, Turner never even set foot in Australia to film it, as Fulham’s Craven Cottage provided another incongruous backdrop for one of rugby league’s biggest moments.
“We only had one day in London to shoot the commercial,” recalls Quayle.
“I flew jumpers for soccer, football, goals, protectors. We used two wonderful footballers, Gavin Miller and Cliff Lyons. [who were playing in England at the time].
“We filmed in the old Fulham dressing room, freezing cold, and I’ll never forget that scene when I introduced Tina to Gavin and Cliffy.”
Eastern Suburbs and Cronulla-Sutherland veteran Miller and Manly Warringah legend Lyons, in England playing for Hull Kingston Rovers and Leeds respectively, were sworn to secrecy, and for good reason.
“There was a lot of opposition. [the promotion] because we were using at the time, and it was said, a black American grandmother to promote the game of rugby league and that was very controversial,” Quayle said.
The opposition disappeared when the final product was revealed.
“It was controversial until the moment people heard it. And when they heard it and people saw that commercial, they recognized across the country that it was one of the greatest sports ads of all time.”
Simply the best
Of course, Turner’s association with rugby league was never meant to be fleeting.
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His next involvement arguably surpassed even that iconic first campaign, fully justifying the $2 million price tag.
Turner’s Australian manager, Roger Davis, contacted NSWRL again with a proposition.
“Roger called Jim Walpole and said, ‘Look, Tina has a song that’s not recorded yet, but it’s going to be on her album at the end of the year,’ and he said, ‘I think it’s written for sport and I think you should come. “. Listen to him.’
“Jim and I got on a plane to Los Angeles and listened to Simply The Best and were lucky enough to be able to buy the song to the entire southern hemisphere for the next five years before it was recorded.
“We were very lucky to do it, we had the support of our main sponsor. [Winfield] And it was just at a time when it all came together and to have that particular theme that is still recognized in the game today is really amazing.”
That time, Turner was in Australia, where he instantly became entrenched in rugby league culture.
“When he came to Australia and did the commercials…on the beach on the Gold Coast…it was like he was part of our rugby league scene,” Quayle said.
Quayle recounted that although Turner knew “nothing” about the sport when he was first associated with it, he eventually “got hooked on it.”
“She loved the players. She understood after a while how fit they were, how handsome they were,” he said.
“She would say about Alfie Langer, ‘look at his size, he’s so small,’ and I used to say, ‘yeah, he’s one of the toughest players we’ve got.'”
Quayle said Turner loved every minute of being a part of rugby league.
From laughing out loud when asked to drop medicine balls harder into players’ stomachs to performing on the Sydney Harbor Bridge in high heels and no harness in 1995.
“If you look at that topic [where] Tina is on the harbor bridge, [there was] without harnesses and [she wore] high-heeled shoes and she’s dancing to Simply The Best,” Quayle said.
“It’s one of the most wonderful scenes that was unique to Australian sport and certainly unique to rugby league.”
The return of an icon
Turner was intrinsically associated with rugby league, even performing in the 1993 Grand Final and celebrating with the victorious Brisbane Broncos afterwards.
He recorded a collaboration with Australian great Jimmy Barnes, who released his own tribute to the great American on Twitter.
Due to scheduling constraints, that video was actually shot in Amsterdam, which highlights just how flexible both parties were willing to be in continuing the partnership.
“It was easy to do [filming with Turner]Quayle said.
“There was never any drama about it. She was very supportive.”
Simply The Best was repurposed ahead of the 2020 NRL season, so iconic had it become with rugby league.
Turner, at the time, said she was “delighted that the NRL is still excited about Simply The Best.”
“Thirty years later to see the song celebrated and the campaign relaunched is humbling,” Turner said.
“He [1993] The grand final was my first rugby league game and I’ve never forgotten it.”
To honor the pop legend’s passing at the age of 83 on Wednesday, the NRL will play Simply The Best ahead of this weekend’s matches.
“I think we honor [Turner] 25 years later, meeting Simply the Best is still recognized as an anthem, as an anthem for the game,” Quayle said.
“It hasn’t been used in mainstream advertising since then because it’s recognized that way.
“I think people when they look at those scenes of how she interacted and worked with rugby league players at that particular time and what she created is a legacy in itself.
“I think that says a lot not just about the game, but about Tina as well.”
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