Cricket Australia positions one day series as the summer’s biggest dress-up party
Cricket Australia is positioning January’s one-day internationals as ‘The summer’s biggest dress-up party’ in a new campaign by GPY&R Melbourne.
Ads for the Commonwealth Bank Series against Sri Lanka and the West Indies feature a house party at a suburban home where people are wearing wacky costumes.
To view ad, click here.
Ads will run on TV, outdoor, radio, social and print.
Julian Dunne, senior manager of marketing for Cricket Australia, said: “The fans told us that the Commonwealth Bank Series is as much about what happens in the crowd as on the pitch. Over recent seasons we have seen some incredible dress ups and the event is becoming more and more social. This season we have dialed it up considerably with global acts such as Basement Jaxx, huge prizes and lots of great entertainment in and around the venues. The new campaign captures this nicely.”
Credits:
- Client: Julian Dunne, Panayiota Samartzis
- Director: Husein Alicajic
- Producer: Florence Tourbier
- Production Company: Photoplay
- Post Production: Method Studios
- Sound House: RISK Sound
- Music: Karl Richter, Level Two
- Agency Producer: Jess Thompson/Sheridan Bott
- Executive Creative Director: Ben Coulson
- Art Director: Connor Beaver
- Copywriter: Aaron Pepper
- Group Account Director: Mathew Cummings
- Account Director: Nick Robinson
- Account Manager: Jenna Stafford
I love this ad – well done!
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The whole campaign reaks of desperation to me- if the product was good there wouldn’t be a need for gimmicks like this. In my view it cheapens the sport and I have to say the tv commercial is cringeworthy
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