Football Australia has relaunched the CommBank Matildas’ rallying cry ‘Til it’s Done’ in a new national campaign via Ogilvy, ahead of the AFC Women’s Asian Cup 2026.
Live this week, the integrated campaign is anchored by a hero film set to Waltzing Matilda, positioning the team’s grit and preparation against the backdrop of Australia’s unofficial national anthem.
Revisiting a cultural moment
Originally synonymous with the CommBank Matildas’ run during the FIFA Women’s World Cup Australia & New Zealand 2023, ‘Til it’s Done’ became a unifying phrase for supporters across the country.
The new campaign seeks to build on that equity while refreshing the creative approach for the next major tournament.
Ogilvy Melbourne managing partner Danielle Chapman said the intent was to leverage strong recall while evolving the brand platform.
Image: Ogilvy
“When ‘Til It’s Done was first launched several years ago, it became unmistakably linked to a team that captured the nation’s 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,” she said.
Waltzing Matilda, reimagined
The hero film reinterprets Waltzing Matilda, using the song’s familiar melody in contrast to intense on-field and training sequences.
Image: Ogilvy
Ogilvy Melbourne group creative director Josh Murrell said the creative tension between the anthem’s tone and the team’s preparation was deliberate.
“Waltzing Matilda has long been associated with a carefree spirit, and this film uses that contrast to redefine what it means to “waltz” with the Matildas, setting the song’s lightness against the discipline and intensity behind the team’s preparation.
“Having the bush-ballad’s 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 – just like our Tillies.”
The campaign was filmed at Polytec Stadium in Gosford during a two-game friendly series against New Zealand in November 2025.
Building momentum for a home tournament
Football Australia chief executive officer Martin Kugeler said the campaign aims to recapture the sense of national unity seen in 2023.
Martin Kugeler
“The 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.
“With another major home tournament on the horizon, there’s a real opportunity for the team to once again inspire and engage supporters across the country. This campaign draws on the team’s namesake, ‘Waltzing Matilda,’ 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.”
‘This is how we Waltz – ’Til it’s Done’ is rolling out across TV, BVOD, social and online video, forming part of Football Australia’s broader build-up to the AFC Women’s Asian Cup 2026.
Credits:
Nicole Zosh – General Manager, Marketing – Football Australia
Angus Johnstone – Marketing Manager ‑ Women’s Football and Competitions
Ryan Ostle – Creative Manager at Football Australia
Strategy, Creative, Production – Ogilvy
Production – WPP Production
Voice-over artist: Olivia-Rose Hodgkins
Director: VERSUS (Tanya Babić & Jason Sukadana)
Music + sound: OTIS
Top Image: Ogilvy