Seven and Emotive’s exciting new ‘It’s just not cricket’ ad for BBL launches during world cup

Seven, in partnership with Emotive, sets out to change audience perceptions of cricket in their explosive new ‘It’s just not cricket’ campaign in anticipation for the 2024 BBL season.

The ad opens with a slow black-and-white 1930’s Test Match featuring Sir Donald Bradman before abruptly cutting to the chaos of modern-day BBL. Over the chaos a voice-over from a 30’s broadcaster monologues about the importance of following traditional cricket etiquette – as BBL proceeds to break all of it.