Australian Cricket Team challenges young family in Bupa content push

Bupa has released a series of short videos featuring a young family going head-to-head with the Australian Cricket Team in a games night series made to encourage family bonding.

Bupa Australian Cricket campaign

Created by Havas Sports & Entertainment, the spots show the Cooper family battling it out against players including Steve Smith in games such as shaking balls out of boxes strapped to their bodies, emptying tissue boxes, and fly-swatting balloons.

While the brand announced late last year that AJF Partnership and Mindshare would lead creative and media respectively, HSE still works with Bupa across sponsorship, partnerships and activations.

‘Team Family’ is part of a wider initiative to encourage families to spend quality time together.

Jane Power, director of marketing at Bupa said the brand was happy to support parents in their goals to improve the health of their children.

“Being part of a family means being part of a team and, like great teams, your family is at its best when you connect and support each other,” said Power.

“The ultimate aim is to help alleviate the worries and pressures that parents feel to be perfect and give their kids the best start in life.”

At the end of last year, Bupa also released a team family video with Australian men’s cricket coach, Darren Lehmann, and his kids about the importance of family and bonding.

“It’s those little moments that make all the difference,” Lehmann said.

“We love the fact that we can do the simple things; picking them up from school, hearing about their day, playing a new song on the radio.”

Francis Coady, general manager of Havas Sports & Entertainment, described Bupa’s integration with sporting platforms such as Cricket Australia as innovative, customer focused and an “exciting proposition” for the agency.

The campaign will run as part of the Blue Room Content as well as across Bupa and Cricket Australia’s Facebook channels.

Game Two: Snow Storm

Game three: Fly Swat

Game four: Trampoline

Game five: Pyramid cup stacking


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