The A-League has been promoted using a number of different advertising slogans and strategies since its inception. At the start of the inaugural season, a 3 million dollar advertising campaign was launched, with the television and film advertisements produced by Ridley Scott's production company Scott Free Productions. The theme for the campaign was: "Football, but not as you know it". A new television advertisement was created for the start of the 2007–08 season, which debuted on Foxtel's program Total Football. It was filmed at Bob Jane Stadium in Melbourne. Other campaigns include the "90 minutes, 90 emotions", which was used for two seasons from 2007 to 2009 and was accompanied by the music track "My People" from Australian act The Presets.