The Emu and Kangaroo made it onto the coat of arms because they can’t take a backwards step, according to the history lesson which begins ASICS’ new marketing push.
The advertising campaign, released with the start of the Ashes in Brisbane today, is to encourage cricket fans to purchase their shirts from official Cricket Australia apparel partner, ASICS.
‘Face A Nation’, created by M&C Saatchi Sport & Entertainment, includes television, print, out of home, POS, match-based and digital advertising for the entire Ashes series.
It features players Michael Clarke and David Warner along with members of the Australin women’s team, 200 cricket fans and ASICS ambassadors, Johnathan Thurston and Jesinta Campbell.
Sam Chew, senior marketing manager, ASICS, said: “Our cricket team holds a sacred role in Australian sports and this campaign is about showing we’re together as a nation heading into this massive summer of cricket against our rivals.”
M&C Saatchi Sport & Entertainment managing director Jamie Gilbert-Smith added: “The summer period is especially competitive for cricket sponsors. To cut through we identified a simple message to champion for the season – stand together and we’ll be strong. The shirt is a rallying point for fans to show their defiance of the English as well as your passion for the Australian side.”