Leo Burnett Melbourne has reinvented the famous ‘C’mon Aussie C’mon’ chant to encourage fans to attend this summer’s cricket season.
A new TVC created by the agency for Cricket Australia features a twist on the song, called ‘C’mon Stevo C’mon.’
The ad features three cricket fans, Scott, Pal and Stevo, trying to get out of work to watch the cricket this summer, which includes Australia’s clashes with the West Indies and Pakistan.
The ad takes its inspiration from the original C’mon Aussie C’mon anthem written by Allan Johnson and Alan Morris in the 1970s for the launch of World Series Cricket. The orginal TVC included cricket legends such as the Chappell brothers and Dennis Lillee.
The focus of the campaign is cricket fans, encouraging them to attend the various test and limited overs matches this summer. The ad, supported by radio and online activity, will move from state to state and has already broken in Queensland.
Mike McKenna, General Manager Cricket Marketing Services at Cricket Australia said: “The campaign is certainly one we believe will engage cricket fans around Australia. The iconic C’mon Aussie C’mon anthem brings back very fond memories and will have fans singing along again this summer.”
Jason Williams, ECD of Leo Burnett Melbourne, said: “This song is a part of the fabric of summer. Together with Cricket Australia, we wanted to get fans excited about the cricket and bring back a summer anthem that everybody knows.
“This campaign focuses on the fans, even people that weren’t around for the original track have heard the song and join in with the chorus.”
“C’mon Aussie is Australia’s unofficial sporting anthem. We all grew up with it so we’re thrilled to be able to bring it back. And twisting the idea to make it about the fans gave us a good reason to do so.”
