Cricket Australia unveils launch campaign for Big Bash League
Cricket Australia has launched a campaign to mark the launch of its intercity 20Twenty competition, the KFC Big Bash League.
Created by GPY&R Melbourne, the campaign targets teens and young families and aims to reposition cricket as a competitor to non-sports entertainment such as 3D movies, video games and music festivals.
http://youtu.be/5a5hetKRTgI
Well that settles it: Cricket is no longer a test of skills, wits, patience and determination played between proud countries and states. It’s an event, similar to the NBL, with loud music, playful colours and non-stop excitement. I for one welcome this change.
After 134 years, Test Cricket was clearly stale and dull, as evidenced by the sell-out crowds in the last Ashes series. This will surely get the kids back. The only thing in doubt is which team to support. I’m not from Sydney, so instead of cheering for NSW as I have done for 30 years, I will have to choose between the Sixers and the Thunder. Hard to do seeing there’s so much history between them.
Alternatively, I could disembowl myself with a blunt spoon, which would surely give me just as much satisfaction.
Kinda fun, I guess. Wisely no sign of the Colonel, a bucket or a bun.
How quickly will this move to a diet-based discussion, I wonder?
Bit abstract for me, but I guess they have to do something different!
Great graphics, it will look great on the directors and art directors reels. But it doesn’t make me want to watch cricket at all. MIght be nice on a projector at a rave though…
For some reason it reminds me of a Milo or Nutri Grain ad. Interesting that they have not played on the emotion of sport which is so powerful.
Patrick – I basically agree with your comments, but I’d argue that, though as you point out international cricket is still popular, the problem CA is trying to solve is that the interstate tournaments have been going nowhere. You can count on one hand the number of people who follow the Shef Shield or whatever the one-day comp is called this week. Of course, maybe CA could think about promoting those comps better (or, in fact, at all), instead of subjecting us to plasticky teams playing hit and giggle in soulless grounds like ANZ Stadium.