Fans warned ‘Don’t be a Daryl’ and miss out on moments of cricket history

Cricket Australia is telling fans ‘Don’t be a Daryl’ and miss moments of sporting history in a bid to get more people to attend international matches.

The new TV ad from M&C Saatchi Melbourne pans in on a picture of Steve Smith with a voiceover explaining how he became the youngest person to score 100 on his debut as captain, then pans past him to an empty seat in the crowd meant to be occupied by Daryl.

“Daryl was meant to be here, all his mates are, but right now he’s at the tile store,” the voiceover adds, before telling people to get their tickets for the upcoming test series against New Zealand and the West Indies.

“‘Don’t Be A Daryl’ highlights the feeling of missing out on all of the memorable moments cricket offers up, and I am sure that plenty of Australians can associate with their own ‘Daryl’ moment,” said Cricket Australia general manager – media, communications & marketing, Ben Amarfio.

The campaign will run throughout the summer during the test series against New Zealand and the West Indies, the One Day International Series against India, and the T20 International against India, highlighting memorable moments in each of the international formats.


Client: Cricket Australia

General Manager, Media, Communications & Marketing: Ben Amarfio

Head of Marketing: Sonia Bijelic

Marketing Manager: Panayiota Ward 

Creative Agency: M&C Saatchi Melbourne

Managing Director: David Dahan

Executive Creative Director: Paul Taylor

Senior Creative Team: Mike Plumridge, Mathew Hine

Strategy Director: Kate Smither

Account Director: Nick Bollard, Christina Lalogianni

Designers; Adriano Russo, Anton Plews

Production Company: The Pound

Director:  Michael Shanks

Exec. Producer: Natalie Taylor

Director of Photography: Edward Goldner

Editor: Tim Isaacson


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