Cricket ad unites Aussie Ashes legends
A new ad for Cricket Australia unites the nation’s finest cricketers of all time ahead of this year’s Ashes.
The History Will Be Made campaign – created by Leo Burnett Melbourne – selects 11 Ashes legends to be united in the one team:
- 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)
The 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 archive playing footage.
Julian Dunne, marketing manager of Cricket Australia, said: “The Ashes is the pinnacle sporting event in Australia and the upcoming Vodafone Ashes series promises to be fiercely contested. We wanted the campaign to capture the excitement, passion and anticipation that only an Ashes series can deliver.”
Jason Williams, ECD 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. The spot is voiced by regular Nine cricket commentators Mark Nicholas and Michael Slater.
The campaign – which launched during Nine’s State Of Origin coverage last night – is designed to promote early ticket sales for The Ashes.
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
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
That’s a pretty bloody good ad. Certainly gets my blood boiling.
Of course, it won’t be long before the fans start pining for that XI instead of the hopeless clowns we do send to England…
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I’ll be cheering on England and I still love this ad.
Tim – Mumbrella
Fantastic ad, made the hair on the back of my neck stand up. Love that Botham and Pietersen are opening the batting for England as well, good fun.
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It looks like they had a lot of trouble pulling it off
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Not a bad integration considering some of the age of the footage. It’s nice to see Ray Lindwall get a showing, he was seriously quick from all accounts!
Oh and Paul, the Ashes are being played in Australia this year.
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this could have been so much more. how about a comp to define the best players – letting the public decide, social media integration, some serious pommy bashing.
having said that, i did get a chill watching the tvc.
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Hi Matt,
Good idea. But I suspect one reason they didn’t do that would have been availability of appropriate footage of the older players. It wouldn’t have been very fair to let people compete to define the perfect 11 if some players were never goign to make it just for that practical reason.
Cheers,
Tim – Mumbrella
I love this ad. So often I find myself sitting around a BBQ on a Saturday arvo arguing who’s better, Ponting or Bradman (Woods or Nichauls, Federer & Borg) but of course they’re from completely different eras and no one can ever really compare. This is a nice insight and is sure to get cricket fans talking. Great job Leo’ s Melbourne.
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Good idea, poorly executed. Production less it down. Maybe budget has something to do with it.
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good ad but what about their social media strategy?
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tim,
so couldn’t they have listed it out of a choice of the best 20 or 30 players from each country? that they DO have footage of. i just think it’s such a strong idea that could have gone so much further. and i’d be surprised if the agency didn’t pitch it. risk averse client?
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Love it.
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This idea has been done many times and much better. Tim thought you would have remember this for Man U, one of the most famous ads of the 90’s.
https://www.youtube.com/watch?v=MAux_gTscU8
Our industry is in a sad state.
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Erm, Andrew Carl, the Ashes are also in England this winter. Didn’t you see us playing in Ireland overnight?
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