ASICS joins Ashes advertising onslaught with ad promoting replica playing shirts

To celebrate the beginning of the Ashes Test in Brisbane, ASICS, the official apparel partner of Cricket Australia, has launched a campaign promoting its range of replica ASICS playing shirts.

The multi-channeled campaign, created by M&C Saatchi Sport & Entertainment features members of the Australian men’s team, including Michael Clarke, members of the Australian women’s team, 200 cricket fans and ASCIS ambassadors Jonathan Thurston and Jesinta Campbell.

The ‘Face a Nation’ campaign plays on the idea that a kangaroo and an emu can’t walk backwards which is why they are on the Australian coat of arms, with voiceover in the ad saying: “So this summer, when we take on the English, we’ll honour our coat of arms and move forward as one, this time they won’t just face a team, they’ll face a nation.”

M&C Saatchi Sport & Entertainment, managing director Jamie Gilbert-Smith said in a statement: “The summer period is especially competitive for cricket sponsors. To cut through we identified a simple message to champion for the season – stand together and we’ll be strong. The shirt is a rallying point for fans to show their defiance of the English as well as your passion for the Australian side.”

The campaign runs across television, print, out home, point of sale, at matches and digital for the duration of the Ashes.

ASICS senior marketing manager, Sam Chew said in a statement: “Our cricket team holds a sacred role in Australian sports and this campaign is about showing we’re together as a nation heading into this massive summer of cricket against our rivals. The response from Australian fans wanting to be involved was immense; it’s actually precisely where the inspiration for this idea came from. Our backs might be against the wall this series, but we love our sport and Australians are passionate about their cricket team.”

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