Cricket Australia's Ashes campaign via M&C Saatchi Melbourne celebrates 'Our Greatest Test'

Screen Shot 2017-04-03 at 11.22.13 am.jpgCricket Australia has launched a new campaign for the 2017-18 Ashes Series via M&C Saatchi Melbourne.

The campaign highlights that when Australia and England face off for the Ashes this summer they will be representing their whole countries and the hopes and expectations of millions of fans on both sides of the contest.
 
The campaign, titled "Our Greatest Test" brings to life the enormous scale of the Ashes contest, the history and passion it evokes amongst fans, the intrinsic link it holds to the cultural identities of both Australia and England, and the wave of support needed from around the country to carry our team to victory.

VIEW THE SPOT
Reimagining the walk from the dressing room to the crease to a walk through Australia and England, the campaign showcases the supporters that will be cheering on the players through every ball, wicket, and shot during the series. The TV advertisement was filmed in locations including Bondi Beach, the Sydney Harbour Bridge and Alice Springs and stars Australian men's cricket captain Steve Smith and England's Stuart Broad. Also lending his voice to the TV ad is former Australian captain Steve Waugh, who has also done voice overs for the radio advertisements.
 
Additional print, radio, outdoor and digital advertisements will roll out across the country in the lead up to the series.
 
The campaign showcases the passion and anticipation associated with the Ashes and is a rally cry to fans around Australia to get behind the team this summer, according to Cricket Australia executive general manager of broadcasting, digital media and commercial, Ben Amarfio.
 
Says Amarfio: "There is no sporting rivalry quite like the Ashes in bringing our nation together in support of the 11 players who take to the field, and our advertising campaign for the series brings this to life."

Says Paul Taylor, ECD, M&C Saatchi Melbourne: "After talking to the players, you get a real sense of what they are playing for, it's not for themselves, it's actually for all of us."

The 2017-18 Ashes Series begins at the Gabba in Brisbane from 23 November before moving to Adelaide Oval for the first men's Ashes day-night Test match beginning on 2 December. The third Test will start in Perth on 14 December, followed by the Boxing Day Test at the MCG from 26 December and the Pink Test at the SCG from 4 January 2018.
 
Tickets to the 2017-18 international summer of cricket go on sale to the general public from 8 May, with entry level tickets available from $30 for adults, $10 for kids, and $65 for an adult. Australian Cricket Family (ACF) members will receive priority ticket access from 1 May. The ACF is free to join, sign up by 23 April to take advantage of the priority access period ahead of the general public.

For more information about tickets or the ACF visit www.cricket.com.au/ashes.

Agency: M&C Saatchi Melbourne
Managing Director - David Dahan
Executive Creative Director - Paul Taylor
Creative Director - Tony Banks
Creative Team - Mathew Hine, Mike Plumridge
Account Director - Pia Christiansen
Senior Broadcast Producer - Jessica Norton
Producer -  Anne Comber (part 1 shoot)
Strategy - Rachael Kimber, Grace Wallace

Production: NB Content
Managing Director: Tanya Stankovic
Head of Production: Sheridan Wadelton
Director: Adam Ciancio
Editor: Dane Scotcher
 
Method Studios
Executive Producer: Merrin Jensen
Producers: Clare Lehner, Octavia Mansfield
Visual Effects: Chris Betteridge
Grade: Edel Rafferty
Sound: Sound Lounge
Music Composition: Ned Beckley, Equate Studios
Voice Over: Cricket legend Steve Waugh

Client: Cricket Australia
General Manager of Broadcasting, Digital Media & Commercial: Ben Amarfio
Head of Marketing: Sonia Bijelic
Marketing Manager: Panayiota Ward

Media Agency: MediaCom

6 Comments

Player said:

Worst library music and VO of all time. How utterly uninspiring. Oh, and the strategy and creative idea are balls too.

Phil said:

Johnny Walker. Keep on walking.

Wasted Opportunity said:

They had such a great opportunity and they came up with that...

Bill Bernbach said:

A cricket commercial with an idea. Rare.

TUNE said:

What a jam. Someone unleashed the 'Brass' preset on the Casio at grandma's house.

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