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In a change of focus from previous campaigns, the NRL's new #HistoryHappens commercial places an emphasis on fans being at games to witness magical moments in time.

Inspired by Queensland star Johnathan Thurston's Grand Final heroics, the campaign features fan-generated content, capturing the moment when the Cowboys were crowned the 2015 premiers.

"Rather than investing in a big artist or band, we have adopted in a 'fan first' strategy," the NRL's Tristayn Hay said. "It's designed to encourage fans to experience our matches live."

Watch a snippet of the TVC, now playing.

Acknowledgement of Country

Cronulla-Sutherland Sharks respect and honour the Traditional Custodians of the land and pay our respects to their Elders past, present and future. We acknowledge the stories, traditions and living cultures of Aboriginal and Torres Strait Islander peoples on the lands we meet, gather and play on.