Industry Super uses Channel Nine cricket theme in animated Compare The Pair ad

Industry SuperFunds has launched a summer campaign that sees the brand’s usual Compare the Pair campaign set at an animated cricket match, using the famous Channel Nine cricket theme tune.

Created by The Shannon Company, the ad is running across TV during cricket programming across both Channel 9 and 10 taking advantage of the current plethora of coverage of one day internationals, test cricket and the Big Bash.

Industry Super Australia director of marketing Bernie Dean said: “Just like watching cricket over summer, doing the compare the pair voice is now part of Australia’s popular culture.

“Creating a kind of backyard version was a logical and fun step for us.”

The campaign is also running across digital and limited social media.


  • Client: Industry SuperFunds
  • Agency: The Shannon Company (Account Service: Victoria Woff)
  • Creative team: Melinda Kerr, Kerry Hodge, Kim Hellier
  • Producer: Kylie Risson
  • Production Company: Jumbla
  • Media: Initiative

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