Cricket Australia launches Test Series campaign ‘United by the moment’

“Come on mate”

Cricket Australia has launched an ad campaign ahead of the Vodafone Test Series with Sri Lanka and South Africa, which begins next month.

Taglined ‘United by the moment’, the ad begins with Australian captain Michael Clarke encouraging his bowler with the words, “Come on mate”.

Julian Dunne, Cricket Australia’s senior marketing manager said: “Most fans who love cricket can remember a particular moment that ingratiated them with the game. Cricket has so much history, tradition and many moments that have helped shape our national psyche, from Bradman’s last innings to Warne’s 700th wicket to Michael Clarke’s 329 last season at the SCG. These moments become part of Australian folklore, they are moments you don’t want to miss and they help unite the country.”

Ben Coulson, ECD at GPY&R Melbourne, the agency behind the ad, said: “International Test Cricket has a wonderful way of engaging our national pride. ‘United by the Moment’ hopes to capture this and show the emotion that sets Test cricket apart. No matter what you’re doing over summer, there is always a moment when our national sporting pride rests on the fingers of a bowler or the hands of a batsman in Baggy Green.”

The test season is to see Australia take on South Africa and Sri Lanka between November and January.

Credits:

Client: Cricket Australia – Julian Dunne, Panayiota Samartzis
Production Company: Finch
Director : Patrick Hughes
Post Production: Method Studios
TV Producer: Luisa Peters
Executive Creative Director: Ben Coulson
Art Director: Chris Northam
Copywriter: Evan Roberts
Group Account Director: Mathew Cummings
Account Director: Nick Robinson
Account Manager: Jenna Stafford

Comments


  1. Mr T
    24 Oct 12
    9:32 am

  2. Come on mate!

  3. Hmmmm!
    24 Oct 12
    1:44 pm

  4. Come on Mate!

  5. Steve
    24 Oct 12
    2:00 pm

  6. United by the Moment was the campaign for the 2006 Commonwealth Games in Melbourne. Well done for the rehash of an old idea.

  7. Trent
    24 Oct 12
    2:06 pm

  8. Go the Lux Aeterna style backing track.

  9. John Grono
    24 Oct 12
    2:20 pm

  10. Hang on … did he get the wicket or not !?!

  11. Mich
    24 Oct 12
    2:44 pm

  12. I loved the ad! The M2006 Commonwealth games campaign was also “united by the moment”. Hopefully attendance will be higher for the tests than it was for the Comm Games.

  13. Andrew
    25 Oct 12
    6:02 am

  14. Also Nike’s ‘Frozen Moment’, one of the most awarded ads of all time:

    http://www.youtube.com/watch?v=NseKug63naM

  15. I McHunt
    2 Nov 12
    4:22 pm

  16. If only cricket was an exciting product it would be easier to make a believable ad.