Cricket Australia unveils first M&C Saatchi campaign with new mixes of Dreadlock Holiday

Cricket Australia has unveiled its first campaign from recently appointed creative agency M&C Saatchi using three different versions of 10CC’s song Dreadlock Holiday which features the lyrics ‘We don’t like cricket, we love it’ as its theme.

The new campaign focuses on Australia’s love of summer and cricket, with it aimed at “igniting passions” ahead of a summer of international cricket, with Illy, Grant Smillie and 10CC’s Graham Goulman to promote different forms of the game.

Running across TV, print, digital and outdoor, the campaign’s 15 second TV ads features voiceovers from Nine commentators Mark Taylor, James Brayshaw and Brett Lee.

Ben Amarfio, executive general manager of media, communications and marketing for Cricket Australia, said: “The response to cricket last summer provided ample proof Australians have fallen back in love with cricket.

“Hence the core message of this campaign – we don’t like cricket, we love it – seemed to be a perfect match for us. Our campaign highlights what Australians love about the game that dominates our nation during the summer period.”

The song Dreadlock Holiday was selected by Cricket Australia as the anthem for the campaign due to its connection to summer and cricket. Three different artists have been commissioned to produce new versions of the track for the campaign.

10CC’s Graham Goulman produced an updated cricket-centric version of his song, tailored to promote the Commonwealth Bank Test Series against India, while hip hop artist Illy has recorded a version for both the Carlton Mid One Day International Series against South Africa and the Carlton Mid One Day International Tri Series against England and India.

Australian DJ Grant Smillie has produced an electronic dance version of the song for the KFC T20 Internationals.

M&C Saatchi sport and entertainment managing director Jamie Gilbert-Smith said: “Our maiden campaign for Cricket Australia celebrates what we love about summer; the fours, the sixes and Mitch Johnston taking wickets. It’s going to be an unprecedented summer of cricket and what we hope is just the beginning of a successful partnership with Cricket Australia.”

The TV commercials for the KFC T20 INTL Series and Carlton Mid One Day International Series are currently airing nationally while the Commonwealth Bank Test Series TV commercial will be airing nationally from October 13.


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