‘It’s Not For Everyone’: AFR leans into ambition with new TV campaign
AFR leans into its readers' "grit and obsession"
The Australian Financial Review is going for audience quality over quantity with its first television campaign in over 15 years, unveiling a new brand identity: “It’s Not For Everyone.”
Released today, the new 60-second commercial highlights the masthead’s ‘shared ambition’ and the effort, grit and obsession its readers endure to achieve success.
The campaign marks the Nine-owned paper’s first campaign with Howatson and Co, which was appointed agency of record in May last year.
Interesting that this is virtually the same new phrase used by MotoGP for a repositioning of their 2026 Videopass Subscription service.
‘This is not for everyone’
I’m guessing, “Hey, AFR readers everyone secretly hates you” didn’t catch the client’s imagination?
I love me a good ice bath at 5.30.