Cricket Australia unveils first M&C Saatchi campaign with new mixes of Dreadlock Holiday

Cricket Australia has unveiled its first campaign from recently appointed creative agency M&C Saatchi using three different versions of 10CC’s song Dreadlock Holiday which features the lyrics ‘We don’t like cricket, we love it’ as its theme.

The new campaign focuses on Australia’s love of summer and cricket, with it aimed at “igniting passions” ahead of a summer of international cricket, with Illy, Grant Smillie and 10CC’s Graham Goulman to promote different forms of the game.

Running across TV, print, digital and outdoor, the campaign’s 15 second TV ads features voiceovers from Nine commentators Mark Taylor, James Brayshaw and Brett Lee.