Aussie brands not taking advantage of the Ashes

Aussie brands not taking advantage of the Ashes
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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.

http://www.youtube.com/watch?v=9SzHRvUWVLA

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.

http://www.youtube.com/watch?v=iJkLIUF_enM

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.

http://www.youtube.com/watch?v=U2ifM_WNbV8

Brut has also dusted down its Shane Watson spot from last year.

http://www.youtube.com/watch?v=Oq2df8GBFwk

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.

http://www.youtube.com/watch?v=Z1OKFQYzitM

Meanwhile, sportswear firm Adidas leveraged its sponsorship of the Lions and the England cricket side with this anti-yellow spot.

http://www.youtube.com/watch?v=A9Kgnw8ViRs

Both the England and Wales and Australian Cricket Boards also came up with their own promos for the series.

ECB #Rise for the ashes

http://www.youtube.com/watch?v=nPWa_xRpF64

Australian CB

http://www.youtube.com/watch?v=0zWMrWVFJYc

Meanwhile broadcaster Sky Sports went for a slightly less obvious approach compared to Nine’s promotional work.

Sky sports

http://www.youtube.com/watch?v=EOf2OhndcTM

Nine

http://www.youtube.com/watch?v=NKuN_Zx8PKk

And then there’s cider brand Stowford Press, which came up with this slightly cheesy ad to spruik their wares.

http://www.youtube.com/watch?v=LTL5r2-Y2_g

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