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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.