Cricket Australia is launching a new television advertising campaign promoting the up coming summer of cricket featuring Aussie cricketers Michael Clarke and Nathan Bracken.
The ‘Hungry for it’ campaign, created by Leo Burnett Melbourne launches nationally tomorrow (24 October).
In the first of the ads Clarkere-enacts the legendary Don Bradman’s ‘golf ball and stump’ training technique.
Bradman, who famously honed his skills as a youngster by hitting a golf ball with a stump against the base of a water tank, has been recreated with batting maestro Michael Clarke.
Clarke, who has used this training technique in the past to sharpen his game, said: “As a kid growing up, I remember hearing about Bradman’s amazing commitment to his craft and his legend has inspired me and an entire nation of cricket lovers.
“All of us in the Australian team are hungry for the 2007-08 summer of cricket to start and I’m sure I’ll call upon the ‘golf ball and stump’ training technique throughout the season to help keep my game as sharp as possible.”
The ad is part of Cricket Australia’s broader marketing activity for the 2007-08 summer and is based around the theme of ‘Hungry For It,’ specifically focusing on the new breed of stars who are steering Australian cricket into the future.
Nathan Bracken also struts his stuff in the second ad of the campaign, which sees the big fast bowler practising by himself at a deserted oval, attempting to land countless deliveries on a ten-cent piece strategically placed on the pitch.
"It's an iconic Australian image so we thought it was a great way to show how keen the next generation of Aussie cricketers are for success. The whole film crew had a go but no-one could make contact more than three times in a row. Clarkey was the best at it by a mile," said Leo Burnett Melbourne general manager, Patrick Rowe.
Cricket Australia general manager of cricket marketing services Mike McKenna, said the campaign will kick off in late October and maintain a presence during the season.
The new-look Australian team will kick start the 2007-08 summer of cricket against Sri Lanka in the First 3 mobile Test at the Gabba which begins on 8 November.
Credits: client Cricket Australia; agency Leo Burnett Melbourne; creative director Jason Williams; copywriter Andrew Woodhead; art director Richard Walker; agency producer Mel Herbert; director Nice Trees; account service Patrick Rowe & Nathan Kent.
