Cricket ad unites Aussie Ashes legends

cket Australia will this week launch it’s new advertising campaign for the 2010 Vodafone Ashes series. The campaign brings 11 Ashes legends, including Donald Bradman and Ricky Ponting, together on the field at the same time to promote this Summer’s battle for the urn.

The Ashes are entrenched in history dating back to 1882 and over many Test matches, many Ashes’ players have made a name for themselves in Australian cricketing folk lore. Classic moments that will be remembered forever, like Donald Bradman staring down the Bodyline attack and Warnie’s ball of the century. The new “History Will Be Made” campaign celebrates the best of the best, featuring some of the greatest players to ever pull on the Baggy Green.

Players featured in the spot were selected by Cricket Australia based on the contribution they made to the outcome of an Ashes series in which they participated, and on the availability of archival playing footage. The line up is not a team of the century, however, it does feature great legends and characters of our game.

Cricket Australia’s Ashes Legends

• Don Bradman (Batsman 1928-48)
• Ray Lindwall (Fast bowler 1946-60)
• Richie Benaud (Leg spin 1952-64)
• Rod Marsh (Keeper 1970-84)
• Dennis Lillee (Fast bowler 1971-84)
• Greg Chappell (Batsman 1971-84)
• Allan Border (Batsman 1979-94)
• Steve Waugh (Batsman 1985-2004)
• Shane Warne (Leg Spin 1992-2007)
• Ricky Ponting (Batsman 1995-present)
• Mitchell Johnson (Fast bowler 2007- present)

Developed by Leo Burnett Melbourne, the commercial uses a mixture of archival and modern day footage to re-create the moments leading up to the first ball bowled this summer, and showcases some of the great players throughout Ashes history that have lead to this moment.

Julian Dunne – Marketing Manager Cricket Australia

“ The Ashes is the pinnacle sporting event in Australia and the upcoming Vodafone Ashes series promises to be fiercely contested. There is a lot on the line for both teams.

We wanted the campaign to capture the excitement, passion and anticipation that only an Ashes series can deliver”

Jason Williams – Executive Creative Director of Leo Burnett Melbourne said:

“It was an extremely complex spot to piece together. We had to sift through old footage of Bradman and others to find shots that could combine well with modern day footage to give the impression that these guys were on the field at the same time. We wanted them to interact, not just be on the same field. Even some of the more recent era footage of Dennis Lillee and Rod Marsh was a challenge because it was all shot on video of varying quality. It all had to be cut out and then the scenes re-created on new background plates.

It’s come up really well and we’re pleased with the end result. Everyone on the production team did an amazing job.”

The commercial was produced by Fin Design with music and sound by Nylon. Continuing Cricket Australia’s long association with Channel Nine, the spot is voiced by regular cricket commentators Mark Nicholas and Michael Slater.

In a first for Cricket Australia, the spot will launch June 16 on Channel Nine’s coverage of the rugby league State of Origin coverage. The launch of the campaign in June is designed to promote early ticket sales to registered members of the Australian Cricket Family. Registrations for priority ticket access close on Monday 5 July with tickets becoming available to ACF members from Wednesday 14 July.

CREDITS

Agency: Leo Burnett Melbourne

Creative Director: Jason Williams

Art Directors: Lauren Doolan, David Klein

Copywriters: Brendan Greaney, Eamonn Dixon

Producer: Sally Davis

Post Production: Guillotine, Fin Design

Music: Nylon

Account Service: Patrick Rowe, Marnie Benfold

Cricket Australia: Mike McKenna, Julian Dunne, Anna Muecke