The AFL is determined to win back disgruntled supporters, that much is clear by looking at their new advertising campaign.

After two seasons blighted by the Essendon/ASADA scandal, falling crowds and a sense of general disenchantment, the league recognised the need to take steps.

Hence its new ‘you make the game’ ad – and the commercial ticks every feel-good box it can find.

• Essendon don’t know who they can trust 
• Docker Crowley tests positive to banned substance 
• Cousins caught at SAS barracks

Created by agency Cummins & Partners, it is a tour de force of down-home values.

Local footy juxtaposed against teeming grandstands, weddings across club lines, babies being tempted by parents with rival team guernseys.

There’s a little kid at the head of a boardroom table demanding more kick-to-kick.

It’s even got a Blues Brothers song: the opening organ strains of Steve Winwood’s Gimme Some Lovin’ trigger the pleasure receptors in the brain.

Here’s why we feel it hits the right notes.

Local footy

Everyone loves local footy. But local footy looks a lot sweeter when big Nic Naitanui wins the tap down. Big tick for the car horns when the goal gets kicked.

Dogs

People love dogs. Especially big slobbery ugly ones with faces like dropped pies.

Star power

Doesn’t get much bigger than Eric Bana. And he didn’t cost the AFL a cent, they just grabbed some footage of him going off at a Saints game. Well played.

Footy for the whole family

The Chapel/Elder families are yellow and black. Joan, 89, her daughter Christine, granddaughter Carllye and great granddaughter Zoe are rusted on.

Sleeping kid

Kids dragged to the footy by die-hard parents who then fall asleep are cute. “Let’s market that,” someone said.

Kid at a boardroom table

Incongruity is always good. As is seeing AFL chief Gillon McLachlan recoil in shock.

Tayla’s screamer

Tayla Harris pulled down this absolute gem of a mark during last year’s women’s exhibition game between Melbourne and the Bulldogs. The fact that the first big grab taken in this video is claimed by a woman is a very savvy, 21st-century piece of advertising.

See how all these elements come together below:

Of course, not everyone was sold.

Found the new ad for the 2015 AFL season to be quite patronising to be honest

— Ronny Lerner (@RonnyLerner) March 18, 2015

Mr Lerner felt the league was “grovelling” to disgruntled fans.

And the very fact the AFL has released an ad like this seems to acknowledge it has taken its legions of supporters for granted over the past few years.

But as far as the brief it was given, we think Cummins & Partners hit it out of the park.

The AFL’s general manager of people, culture and community Dorothy Hisgrove (who was appointed in 2013) said the league had taken on board criticism.

“The AFL has made important decisions this year, listening and acting on issues the fans care about,” she said.

“This ad celebrates the fact that our game doesn’t exist without the passion and support of fans, and we celebrate them and their stories of passion.”