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.

The action-packed scenes of ball bashing and bat breaking are juxtaposed to the monotony of what many audiences think of when they imagine cricket. Seven West Media chief marketing and audience officer, Melissa Hopkins, said: “BBL is a high-energy sport and we wanted an ad that captured that energy.

“Working together, the Seven and Emotive teams have done a fantastic job in telling people that BBL is big, different and just not cricket – it’s much more.”

Following the post-covid refilling of stadiums last summer, the ‘It’s not just cricket’ campaign is the next step in Seven’s attempt to reinvigorate audiences about BBL.

It seeks to take full advantage of Seven’s massive viewership during the 2023 FIFA Women’s World Cup to boost the BBL’s outreach. It is taking full advantage of the network through ads on Channel 7, 7mate, 7plus, along with the rest of the network’s content.

The campaign started alongside the World Cup coverage and will continue through the rundown until the start of the new BBL season on 7 December.


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