Many of Australian cricket's biggest sponsors have so far failed to leverage their support with above-the-line advertising assaults to coincide with the current Ashes series in the UK.
KFC, McDonalds, Coca-Cola, VB, Carlton Mid, Toyota Australia, Bupa Australia, Qantas, Bunnings, Weet-Bix, OPSM, Bet365 and Gatorade Australia have had no major activity around the traditionally viewer-friendly series.
And only Milo, Swisse, KFC, VB, Comonwealth Bank and Bupa have bothered to mention the cricket series, which started last night and drew in nearly a million viewers across free-to-air and pay TV, on social media, and at the time of writing just Weet-Bix had posted a Facebook update this morning on last night’s activity.
Cricket Australia has coined the hashtag #returntheurn which has caught on with some followers on Twitter, whilst Aussie bowlers Peter Siddle and Mitchell Starc, and England batsman Jonathan Trott, have all trended on the micro-blogging site today.
Of the major sponsors only Commonwealth Bank has so far come out with a cricket-themed TVC, with this spot showing during last night’s play.
Milo has done a series of online spots with skipper Michael Clarke aimed at giving kids some tips around cricket, like this one about how to prepare for a game.
Whilst viewers may have found disgraced opener David Warner’s moustache dodgy when he took to the field, his performance in this spot for All Day Socks may well earn a similar chuckle.
Brut has also dusted down its Shane Watson spot from last year.
Meanwhile, a number of UK brands have taken advantage of the bumper ratings and recent upsurge in the team’s fortunes with a series of interesting TV spots.
Beer brand Carling, traditionally renowned for their sport-event related advertising has come up with this one.
Meanwhile, sportswear firm Adidas leveraged its sponsorship of the Lions and the England cricket side with this anti-yellow spot.
Both the England and Wales and Australian Cricket Boards also came up with their own promos for the series.
ECB #Rise for the ashes
Meanwhile broadcaster Sky Sports went for a slightly less obvious approach compared to Nine’s promotional work.
And then there’s cider brand Stowford Press, which came up with this slightly cheesy ad to spruik their wares.