Buy now, pay later giant, Afterpay, has launched a new brand campaign in partnership with BMF, taking inspiration from the world of tennis.

This campaign is the second iteration of its 'Afterpay where you wouldn't Believe' brand platform, and has been created in partnership with Mastercard, the official partner of the Australian Open. Crafted by BMF, it's designed to raise awareness of the diverse ways and places where Afterpay can be used and comes at a time when millions of Australians are expected to tune in to one of the biggest sporting tournaments of the year, the Australian Open.

In the creative, two men watching a game of tennis discuss the many ways Afterpay can now be used, including for pet supplies, food delivery, make-up and music stores.

“We know millions of Aussies will be tuning in to watch one of the biggest sporting tournaments of the year, just as millions of Aussies will continue to trust and choose Afterpay at checkout," Andrew Balint, Vice President of Marketing ANZ, Afterpay, said. "In partnership with Mastercard, official partner of the Australian Open, we wanted to continue to build on our market-leading position in the buy now pay later category to bring to life all of the unexpected and often surprising ways and places you can Afterpay, in a culturally relevant way.”

BMF Australia Creative Director, Harry Stanford, added fans make the Australian Open what it is.

"We wanted to hero them in all their head-swivelling, rally-whispering glory. This odd but recognisable behaviour gave us a suitably unusual way to highlight all the places you can use Afterpay," he said.

The campaign will be broadcast on Channel Nine during the live broadcast of The Australian Open, as well as BVOD, social and other online channels.