Cricket rolls out John Howard and Jimmy Barnes for ‘rivalry’ TV ad campaign
Cricket Australia have launched a new television advertising campaign, which features both former Prime Minister John Howard and rock icon Jimmy Barnes, ahead of the summer 2013/14 Ashes Tour.
The television campaign called “The Rivalry That Unites Aus” focuses on the intense competition between the Australian and English sides and features ordinary Australians along with Howard and Barnes on the edge of their seats as they cheer on Australian captain Michael Clarke.
In a statement announcing the campaign Cricket Australia said they had approach Howard and Barnes “to remind Australians about the national pride at stake”.
“Cricket is the number one sport in Australia for passion and we wanted the campaign to capture the intense passion, rivalry and anticipation that only an Ashes Series can deliver,” said Julian Dunne Cricket Australia senior manager – marketing.
The campaign was created by GPY&R Melbourne and produced by production companies Finch and Guilty with sound design by RISK.
“This Ashes campaign is all about the rivalry that exists between Australia and England. The rivalry is bigger than just a game of cricket, wanting to beat the English is part of who we are as a nation,” said Evan Roberts, GPY&R senior copywriter. “Our hope is that this ad will encourage more Aussies yelling support over the fence, at their TVs and radios this summer,” he said.
The TV commercial will air nationally from today.
Nic Christensen
Campaign Credits
- Client: Cricket Australia – Julian Dunne, Panayiota Samartzis
- Agency: GPYR Melbourne
- Production Company: Guilty, Finch
- Director: Corrie Jones, Patrick Hughes
- Post Production: Method Studios
- Sound: RISK
Nice work GPYR … bring it on !!!
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Brilliant! It got my attention and left me wanting more. And it didn’t try to be too clever – great to see it deliver for the client rather than the agency’s ego. Young creatives and marketing people please note!
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Nice shot!
Paul Mortimer
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Maybe I’m wrong, but it felt like it would appeal to cricket lovers who will watch the Ashes regardless. I’m not sure it’ll do anything to convert a new audience to the game (unlike the fantastic AFL ad shot overseas that’s going around at the moment.)
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