George Patterson Y&R Melbourne launches KFC T20 Big Bash League tvc for Cricket Australia
With 50 days to go until the start of competition, Cricket Australia has launched its new KFC T20 Big Bash League TV commercial.
Cricket Australia’s revolutionary new league is aimed at new audiences, targeting teens and young families.
Developed by GPY&R Melbourne, the campaign is a riot of colour, action, big hits, spectacular catches, booming tunes, fireworks and entertainment, a taste of what’s to come in the new format T20.
Set in a surreal, futuristic arena, the executions showcase a new kind of cricket, setting an
unprecedented level of sports entertainment.
Australian Internationals and T20 guns Pat Cummins, Shaun Marsh, Tim Paine, Callum Ferguson, Dave Warner, Australian T20 skipper Cam White and Brad Hodge feature alongside returning legend Matthew Hayden.
Some of the most skilled international players will also be playing in the new league including Chris Gayle, Kieron Pollard, Shahid Afridi and Brendon McCullum alongside the Australian internationals, making the KFC T20 Big Bash League a truly world class competition.
Cricket Australia’s Mike McKenna is thrilled that the TVC showcases many elements fans can expect to witness come December 16.
Says McKenna: “The new KFC T20 Big Bash League repositions cricket among the competitive environment of 3D movies, video games and music festivals – with all the excitement and entertainment crammed into a few hours. We understand cricket is competing against other non-sport entertainment for this target market’s attention, but also know that T20 resonates well with them. We’re confident the KFC T20 Big Bash League will provide the right mix.”
“The T20 brand rates amongst the top Australian sports on Exciting, Innovative and Fun and attracts huge audiences. We are really excited to launch the KFC T20 Big Bash League – a truly world class competition, with world class T20 players,” McKenna added.
Ben Coulson, executive creative director at George Patterson Y&R, found working on this campaign provided an opportunity to approach cricket from a new and refreshing perspective.
Says Coulson: “The new Big Bash League is cricket, but not like anything we have seen before. It’s a whole new League, played by entirely new teams in bright new colours, under lights and with entertainment. With this in mind, it was important that the campaign wasn’t traditional or expected. It needed to look and feel like our tag line, ‘a whole new ball game’.”
Spectacular action, intense rivalries and a booming soundtrack will ensure that cricket connects with a generation conditioned to fast-paced entertainment.
The KFC T20 Big Bash League advertising campaign launches this week on Fox Sports and will roll out nationally over TV, print, outdoor, online, and radio during the next four months.
Credits:
Title: ‘Action All Angles’
Client: Cricket Australia
Agency: George Patterson Y&R, Melbourne
Executive Creative Director: Ben Coulson
Copywriter: Alex Wadleton
Art Director: Ant Simmons
Agency Producer: Romanca Jasinski
Production Company: The Sweet Shop
Director: Dylan Pharazyn
Executive Producer: Wilf Sweetland
Producer: Edward Pontifex
Editor: Jo Scott @ The Butchery
Music: Maxwell Scott
Sound Design: Paul LeCouteur/Flagstaff
Grade: Digital Pictures
VFX: Resolution
20 Comments
“Which side are you on?”
Wasn’t this also the short-lived line for the NRL circa 2000?
As colourful and busy as it is, It didn’t do anything for me. For a product that’s packed with so much excitement and intensity, no emotional connection was made. flat.
Stinks more than a week old cricket box.
Did Cuz and Jim do this one?
pretty rad pics
Thank god it’s not another highlights package of cricket shots cut to some Wolfmother track. Good work.
Genuinely surprising for Cricket, it will get young non cricket loves attention, which I guess is the point.
I like it and I think it would have taken a fair bit of work to get the client to do it, so well done.
Yep.
Really sweet post. Hard to rate the idea, but I liked the end line also.
I have no idea how that got sold in, but I think it’s pretty cool. It could easily have been a bunch of stock footage and some fan testimonials like most sport stuff in Oz,
I can’t work out what the idea is, or if there is one, but I don’t mind, I really like that it is a fresh take and not too addy.
its no secret this client is tough, so i’m quite surprised they made an ad of this quality without all the usual horrid cricket stuff. having worked on it in the past, i wish they’d let us do something like this.
All very high tech but zero emotion.
Agree, they were a total road block as a client when I worked on them at Leo’s.
Gave it 2 years of my career and didn’t get anything I’d put on the blog, let alone my folio.
It ‘s no small thing that Patts can get this kind of work up. They do better than most at dragging creatively poor clients to good work.
Well done.
Won’t bother the idea judges, but will do some nice work for Patts in the craft juries.
“It just not cricket, old boy”
This will freak with a few old MCC members heads, which I like.
If ya look at that photo at the top of the page the right way, it looks like the bones of a beautiful rainbow trout having the fillet peeled off it.
Yibbidy Yibbida.
Nice work. Fair bit of borrowed interest from some fairly recognisable music vids though (read: Presets + Klaxons). I like the direction though.
I barrack for Tron.
surprised there aren’t CA and sponsor logos in every frame. not bad considering CA are so reluctant to take creative risks.
THIS HAS ALREADY BEEN MADE BEFORE.
http://www.lestelecreateurs.com/films/af1