Australia's Steve Smith and England's Stuart Broad face off in Ashes campaign
Australian cricket captain Steve Smith and England’s Stuart Broad are fronting a campaign to drum up excitement for one of sport’s greatest rivalries – the Ashes.
Cricket Australia launch campaign to promote The Ashes Series
The Cricket Australia campaign, which launched nationally this week, promotes the 2017-18 Ashes Series, which kicks off in Brisbane in November.
The ad reimagines the walk the players take from the dressing room to the pitch by featuring Smith and Broad wandering across Australia and England. It features a voiceover from former Australian cricket captain Steve Waugh.
The campaign aims to bring to life “the enormous scale of the Ashes contest, the history and passion it evokes amongst fans [and] the intrinsic link it holds to the cultural identities of both Australia and England”.
Ben Amarfio, the executive general manager of broadcasting, digital media & commercial at Cricket Australia, said, “There is truly 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.”
The campaign incorporates TV, print, radio, outdoor and digital advertising and will run throughout the lead-up to this year’s series. The campaign was created by M&C Saatchi Melbourne.
The campaign comes as Cricket Australia countinues negotiations for naming rights sponsorships for the Australian men’s International team, Test series, One-Day and T20 Internationals. Last week, Cricket Australian announced a four-year sponsorship deal with XXXX Gold which sees it become the official beer of the Australian cricket team.