NORTH Melbourne vice-captain Jack Ziebell says it is ironic the same bump that earned him a three-game suspension has been used by the AFL in its 2012 advertising campaign.
Ziebell was suspended for three matches for a front-on bump on St Kilda skipper Nick Riewoldt in round 23 last season, after the Match Review Panel deemed his action reckless.
But in the AFL's Australia's Game promotion launched ahead of this season, Ziebell's bump on Riewoldt was featured under the banner "It's hard" and to the accompaniment of AC/DC's It's a Long Way to the Top.
"It's very ironic," Ziebell said.
"I mean they punish you (and) tell you … 'Don't do this, don't do this' and all of a sudden they're showing it on the ad and saying, 'Look how good our game is'."
Nonetheless, Ziebell told AFL.com.au in an exclusive interview that he had learned from his suspension and would be "a little bit more careful" when he found himself in a similar position in the future.
In fairness, Ziebell bumped Riewoldt at a time when the game - and with it North's finals chances - were slipping away, with the Saints nearing the end of a run of nine consecutive goals.
Ziebell said he felt he had to do something to stop the Saints' momentum. But, again, he says any such attempts in the future will be more carefully executed.
Not that Ziebell will be deterred from pushing his 188cm, 87kg frame around at stoppages. He realises this is one of his biggest strengths and will continue to exploit it wherever possible.
Ziebell's ability to impose himself at ground-level contests is one of the on-field qualities that saw him join Drew Petrie as a joint North vice-captain in February, under new captain Andrew Swallow.
Ziebell said the first inkling he had he was being considered for a leadership position came when coach Brad Scott raised the prospect of him joining the leadership group at North's Utah training camp last October.
Between then and the club's official announcement, there was widespread media speculation that Ziebell and Swallow were locked in a two-horse race to succeed Brent Harvey.
But Ziebell says he always thought his youth would probably count against him.
"I would never have knocked back the captaincy, it's a fantastic honour," he says.
"But I think they've made the right decision in giving it to Andrew … he's doing a fantastic job at the minute … (and) he's going to be the best man for the job in the coming years."
Regardless, Ziebell has embraced the "fantastic honour" of being joint vice-captain and is looking forward to the challenges the role will bring.
Of the leadership style he will bring to the role, he says: "I'd probably like to be a leader who leads by example around the ground, (with) probably not a whole lot of talking involved."
After completing his suspension last round, Ziebell can't wait to return to the field against Geelong at Etihad Stadium this Sunday.
When he takes the field, Ziebell will look to reap the benefits of the work he has put in over the pre-season on his fitness and outside ball-winning.
From a team perspective, he steered clear of stating specific 2012 goals such as making the finals. He said North's main focus was to improve, primarily through playing more consistent football and continuing to develop its youngsters.
But Ziebell was happy to say North has the talent on its playing list to be a premiership contender in future seasons.
"All premiership contenders need depth in their list for injuries and whatever else happens through the year," he said.
"I think that our depth at the moment is probably as good as anyone's. You look at the guys playing in the VFL at the minute like Ben Warren, Levi Greenwood, Cam Pedersen … (they're) knocking the door down pretty much but can't get a game."
"That's what (happens at) good teams."
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