Hawthorn Football Club plays in the Australian Football League. They need followers to become paid members. Inventive ways to influence fans are required. The ads feature Hardcore Hawk, played by actor/comedian Peter Rowsthorn (of Kath & Kim fame). He feverishly follows HFC, seeing the world through Hawthorn eyes. Everything in life is a chance to express his Hardcore Hawthorness.In "National Anthem", we see what happens when the patriotic institution of a bowls club falls prey to Hardcore Hawk.Instead of hearing the expected Australian national anthem, the Hawthorn Football Club song blasts out of the speakers.