John Howard and Jimmy Barnes are out to whip up national pride in a dramatic Cricket Australia spot that plays on the intense rivalry with the Barmy Arm for the Ashes.
In the 45-second TV spot the former PM and rocker are seen sitting on the edge of their seats while everyday Australians in pubs and in their outback homes watch the televised game with bated breath.
The Aussie scenes are interspersed with stereotypical British ones with fans packed into pubs as it buckets outside and an older gentleman listening to his radio as he tinkers with his tractor.
The promotion for 2013/14 Ashes Series was created by GPY&R and aims to breathe life into the nation that The Ashes is more than just cricket: “It’s the epitome of world’s greatest sporting rivalry with the unique ability to unite the nation.”
Evan Roberts, senior copywriter GPY&R, said: “The rivalry is bigger than just a game of cricket, wanting to beat the English is part of who we are as a nation. Our hope is that this ad will encourage more Aussies yelling support over the fence, at their TVs and radios this summer.”
The spot, which airs today, is also to remind fans they have until June 25 to register with the Australian Cricket Family to receive priority access and discount tickets.
Julian Dunne, senior marketing manager Cricket Australia, added: “Cricket is the number one sport in Australia for passion and we wanted the campaign to capture the intense passion, rivalry and anticipation that only an Ashes Series can deliver.”
Credits: client Cricket Australia, agency GPY&R, production company Guilty and Finch, directors Corrie Jones and Patrick Hughes, post production Method Studios, sound RISK.