Cricket Australia launched Ashes campaign via Apparent

Cricket Australia has revealed its latest campaign via Apparent, titled ‘It Just Means More’.

The campaign has been released ahead of the 2021/2022 Men’s and Women’s Ashes series, the cricket match which sees the Australian cricket team play the English cricket team.

The 30-second spot shows footage of the Australian cricket team playing, ending with the tag line ‘It just means more’.

Nancy Del Monaco, head of marketing, Cricket Australia, said: “The Ashes is the greatest rivalry in cricket with a long and rich history that’s incredibly important to Cricket Australia, but also to the country as a whole. It’s been an enormously challenging year for everyone, and cricket is no exception. We’re delighted to say England are bringing a full-strength squad to Australia for the men’s Ashes and that both series are going ahead as planned. It’s a fantastic occasion and we expect people to get behind and enjoy it, because there is something so special about the Ashes.”

Apparent ECD Michelle Turchini added: “The Ashes are in a league of their own, it’s cricket turned up to eleven, between two of the best teams in the world, where emotions run deeper, heroes stand taller, bragging rights are bigger and victory tastes that little bit sweeter. Our ‘It just means more’ campaign encapsulates that perfectly as something every cricket fan will be nodding along to. They already recognise the importance of ‘The Ashes’, we’re just getting them as excited as the players and reminding them to get to a game of course.”

The campaign launched on Sunday 24 October and will be on TV, out-of-home, press and social.

The first Men’s Test will be at The Gabba, Brisbane, 8 to 12 December and the first Women’s Test will be played at Manuka Oval Canberra 27 January to 30 January.


Cricket Australia
Head of Brand and Marketing: Nancy Del Monaco
Senior Marketing Manager: Marita Forss
Brand Lead: Ainsley Campbell

Creative & Media Agency: Apparent
Executive Creative Director: Michelle Turchini
Senior Creative: Cameron Montgomery
Senior Creative: Tom Spicer
Design: Jen Mellander & James Nielsen
Client Services Director: Brook Miller
Group Account Director: Hayden Mead
Account Director: Tom Hennessey
Senior Producer: Tanya Tankiang
Senior Producer: Novelly Sinay
Media & Strategy
Head of Strategy & Media: John Halpin
Executive Strategy Director: Mitch Hunter
Media Client Partner: Jaclyn Ely
Media Lead – Cricket: Matthew Craft

TVC Production
Production Company: Sedona Productions
Director: Marty Moynihan
Executive Producer / MD: Kim Wildenburg
Producer: Helen Morahan
DOP: James Brown
Production Designer: Pete Baxter

Offline: The Editors
Editor: Ryan Boucher
Offline Producer / GM: Jennie McCartney

Online: Resolution Design
VFX Supervisor: Tim Dyrofff
Colourist: Andy Clarkson
Flame Lead: Doron Man
Design: Gabriel De Souza
Online Producer: Carolien Foley

Sound & Music: Sonar


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.