Cricket Australia launches new ‘United by the Moment’ TV commercial via GPY&R Melbourne
GPY&R and Cricket Australia have released a new advertising campaign for the Vodafone Test Series, aptly titled, ‘United by the Moment’. The campaign reinforces Australians’ emotional connection with sport and serves as a reminder of how cricket brings all Aussies together in support of our team.
‘United by the Moment’, which debuted as a TVC during the NRL Grand Final pre-show, highlights crickets transcendental power to move and affect us, and to create unforgettable moments that will live forever – moments of power, passion and sometimes, failure.
Says Julian Dunne, senior manager – marketing for Cricket Australia: “Most fans who love cricket can remember a particular moment that ingratiated them with the game. Cricket has so much history, tradition and many moments that have helped shape our national psyche, from Bradman’s last innings to Warne’s 700th wicket to Michael Clarke’s 329 last season at the SCG. These moments become part of Australian folklore, they are moments you don’t want to miss and they help unite the country.”
Says Ben Coulson, creative director for GPY&R Melbourne: “International Test Cricket has a wonderful way of engaging our national pride. ‘United by the Moment’ hopes to capture this and show the emotion that sets test cricket apart. No matter what you’re doing over summer, there is always a moment when our national sporting pride rests on the fingers of a bowler or the hands of a batsman in baggy green.”
With the Vodafone Test Series quickly approaching, this multi-channel campaign will be supported by both TV and print, among other mediums all of which will focus on a series of inspirational modern day moments.
Client: Cricket Australia – Julian Dunne, Panayiota Samartzis
Production Company: Finch
Director : Patrick Hughes
Post Production: Method Studios
TV Producer: Luisa Peters
Executive Creative Director: Ben Coulson
Art Director: Chris Northam
Copywriter: Evan Roberts
Group Account Director: Mathew Cummings
Account Director: Nick Robinson
Account Manager: Jenna Stafford
22 Comments
http://www.melbourne2006.com.au/NR/rdonlyres/F0495763-FFEB-45A8-824E-39AE65FC9055/0/071104UnitedbytheMoment.pdf
The game that stops a nation?
Really? What a load of nothing.
Love it. Could have been forced but works well. Onyas!
United by the moment – was a good campaign in 2006 for the Commonwealth Games.
The press release reads ‘United by the Moment’ but the end line isn’t that. Not sure what the problem is if that line doesn’t appear on the comms. Is there any outdoor or press to go with it? Pretty nice commercial though.
A pretty honest effort.
Good strategy to make cricket about a single exciting moment as apposed to a week of background noise, and the ad rings true.
Pretty funny when the knockers are having to find some ancient old press release to try and make their claim.
While I love the music, I can’t help thinking of the guy getting his arm cut off from Requiem.
Could have been so much more realistic if the dialogue was ‘come on c**t’
AMIRITE?
Show us the 60″ when he takes out middle stump! C’mon Aussie
Thats a rippa!
Everything I love about test cricket, last season it was Clarke 336, can’t wait for this series and love the campaign idea.
Well played.
They don’t get a lot wrong at Patts Melb. Even their day to day client stuff like this is better than average, and happy to confess, it’s better than we did when we had the client. They are not easy work, no money and a cluster of marketing contradiction. Must be some very good suiting over at Patts to get them in this zone.
http://www.youtube.com/watch?v=NseKug63naM
Are they saying “Come on yer mate”? It is about as emotionally connecting.
Of corse its not original.. what is these days.
But I Really like the way it was put together… and probably with a shoe string budget.
Great work to all involved. 🙂
Don’t mind the theatre of the idea, the drama etc is all good (and agree it echoes the Jordan/Nike masterpiece), but apart from Michael Clarke saying “C’man mate” I don’t get why everyone else is saying it.
Just does not ring true, and distracts from the emotion/truth of the idea. Punters in pubs/ at home would surely say “C’mon Sids” or “C’mon Siddle” etc. And why on earth would Siddle himself say “C’mon mate”?
I just think it’s one of those things that seems more ridiculous the more times you see it, and just doesn’t seem authentic.
I generally like the idea/execution, but the “C’mon mate” line tries too hard and buggers it unnecessarily I reckon.
Could do without Michael Slater as the commentator too for mine (maybe some beautifully measured Benaud understatement would do the trick)
There’s only one commentary team worth listening to when it comes to cricket and Grandstand have been the voice of the Summer for decades.
I couldn’t imagine cricket without Grandstand.
Maybe I just can’t stand the jerks on nine.
Method did a fantastic job! Congrats!
Got me pumped about the cricket season ahead. All good.
I’ve literally got goosebumps. That was absolutely amazing.
Goosebumps! Amazing.
Nice sound-a-like from the “Requiem for a Dream” soundtrack.