Cricket Australia launches new TV campaign
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.
"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.
Ben Coulson, the 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. "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.