Cricket Australia has unveiled its new campaign for the 2017-18 Ashes Test series courtesy of M&C Saatchi Melbourne, which highlights the enormous scale of the contest between Australia and England.
The campaign, titled ‘Our Greatest Test’ brings to life the history and passion that the Ashes evokes amongst fans, the intrinsic link it holds to the cultural identities of both Australia and England, and the wave of support needed from around the country to carry the Aussie team to victory.
The TV ad was filmed in locations including Bondi Beach, the Sydney Harbour Bridge and Alice Springs, and stars Australian men’s cricket captain Steve Smith and England’s Stuart Broad.
Also lending his voice to the TVC is former Australian captain Steve Waugh.
Additional print, radio, outdoor and digital ads will roll out across the country in the lead-up to the Ashes series, which kicks off in November.
Ben Amarfio, executive general manager of broadcasting, digital media and commercial at Cricket Australia, said the campaign showcases the passion and anticipation associated with the Ashes and is a rally cry to fans around Australia to get behind the team this summer.
“There is no sporting rivalry quite like the Ashes in bringing our nation together in support of the 11 players who take to the field, and our advertising campaign for the series brings this to life,” he said.
Paul Taylor, executive creative director at M&C Saatchi Melbourne, added: “after talking to the players, you get a real sense of what they are playing for. It’s not for themselves – it’s actually for all of us.”
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