Liquorland has tapped Australian Men’s Test cricket captain, Pat Cummins to front its ‘Score More This Summer’ campaign.
Rolling out nationwide ahead of the return of the Ashes, the campaign celebrates the spirit of summer and gives cricket fans even more to cheer about. The ad follows Cummins as he swaps the cricket pitch for the dance floor, bowling green and even a game show—proving that while he may be number one on the field, he may not be good at everything.
Created in partnership with creative agency Bashful, the campaign reinforces Liquorland’s brand position of value, rewards and convenience, while celebrating its role as the official gold partner of Cricket Australia.
Bashful strategy partner, Guy Marshall said the creative plays on the few skills the enviably talented Cummins is yet master in a quirky and quintessentially Australian way.
“There’s not much Pat Cummins can’t do. He’s admired across the country for his talent and character but in this campaign, we wanted to show there are still a few things that stump him,” he said.
“Despite his questionable dancing, lawn bowl skills and game show responses, Pat redeems himself by demonstrating you can Score More at Liquorland by providing great value drinks to suit all occasions this summer.”
Now in the third year of its partnership with Cricket Australia, Liquorland is toasting to the end of a huge 2025 with the completion of its national brand transformation scheduled before Christmas, and east coast Liquorland On Tour pop-up series which will complete its journey at the MCG for the fourth test in the Ashes series.
Coles Liquor general manager of customer loyalty, Mia Horner said the campaign was the perfect way to kick off the summer season and celebrate Liquorland as the place where Aussies can score more this Summer.
“Summer and cricket go hand in hand, so working with Pat on the Score More campaign felt like the perfect partnership this Ashes series. With our expanded range and Liquorland Price Match Promise, we can’t wait to invite customers in-store and online to score more this summer with Liquorland,” she commented.
Cummins added he was thrilled to partner with the retailer ahead of the Ashes. As Australia strives for another memorable series victory, he said it was fitting to team up with a drinks retailer also marking a history-making moment of its own as Liquorland celebrates its major brand transformation.
“Nothing beats an Aussie summer—cricket, mates, and a cold beer. Partnering with Liquorland for this campaign felt like a natural fit, and it’s been a lot of fun celebrating that Aussie spirit both on and off the field. Summer is about connection—with friends, with fans, and over great moments shared together – and it’s awesome to see Mountain Culture as part of the Liquorland campaign this season.”
The integrated campaign features an omnichannel strategy, tailored to reach customers nationwide across in-store, owned and paid media. The films were directed by Gary John from Photoplay Films and stills were captured by Dean Podmore.
Credits:
Liquorland General Manager Customer Loyalty: Mia Horner
Liquorland Head of Brand, Partnerships & Experiences: Brylie Dauparas
Liquorland Brand Manager: Renee Zumbo
Liquorland Media Manager: Philip Abeyratne
Creative Agency: Bashful
Media Agency: Smith St
Director: Gary John
Production: Photoplay Films
Editor: Tim Mauger
Post Production: Heckler
Sound: Sonar
Photography: Dean Podmore
