Cricket Australia launches new ad campaign

Grace Robinson
27 October, 2011
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Cricket Australia has just launched a new commercial in the lead up to its KFC T20 Big Bash League competition in a bid to attract a younger-generation audience.

The TV ad – developed by GPY&R Melbourne – is part of Cricket Australia’s summer campaign to appeal to teens and young families.

Set in a futuristic-style arena, the commercial features a fireworks show, booming soundtrack and a montage of exemplary sporting moments, with appearances from cricketers such as Pat Cummins, Shaun Marsh, Tim Paine, Callum Ferguson, Dave Warner, Australian T20 skipper Cam White, Brad Hodge feature and Matthew Hayden.

Ben Coulson, the Executive Creative Director at George PY&R, says the campaign provides an opportunity for audiences to view cricket from a new, modernised perspective.

“The new Big Bash League is cricket, but not like anything we have seen before. It’s a whole new League, played by entirely new teams in bright new colours, under lights and with entertainment. With this in mind, it was important that the campaign wasn’t traditional or expected. It needed to look and feel like our tag line, ‘a whole new ball game’.”

With 50 days left until the competition commences, Cricket Australia’s Mike McKenna believes the commercial showcases many elements fans can expect to witness come December 16.

“The new KFC T20 Big Bash League repositions cricket among the competitive environment of 3D movies, video games and music festivals – with all the excitement and entertainment crammed into a few hours.

“We understand cricket is competing against other non-sport entertainment for this target market’s attention, but also know that T20 resonates well with them. We’re confident the KFC T20 Big Bash League will provide the right mix.”

The KFC T20 Big Bash League advertising campaign will launch this week on Fox Sports and roll out nationally across print, TV, radio and online in the next four months.

What do you think of the commercial? Leave your thoughts in the comments section below.

One Comment

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  1. gary hansell says:

    Great, I’m a 62 year old traditionlist who believes cricket is a great game that is worth preserving and developing,in all formats. It will continue to under go radical changes in the future, that is what has given cricket its history!
    Shepards rolling a cloth ball to a gate, opposed by a crocked staff. One legged vs one eye for a thousand guines organised by lords such and such. W.G.and Bodyline,we rejoice in the past but do not live in it.Here’s to a continued bright future
    Keep up the great work and don’t be side tracked by negative criticism,

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