Prime Video releases second ‘Go Full Cricket’ campaign ahead of ICC Men’s T20 World Cup 2026
Prime Video is promoting its live streaming of the ICC Men’s T20 World Cup 2026 in Australia with a new campaign featuring Captain Pat Cummins exploring life beyond the cricket field.
The announcement:
Prime Video, the home of live ICC cricket in Australia, is gearing up for another massive summer of cricket with the ICC Men’s T20 World Cup 2026 streaming live and exclusive from February 7 in Australia. To mark the occasion, Prime Video has unveiled the second instalment of its ‘Go Full Cricket’ campaign via Leo Australia, fronted by Australian men’s test cricket captain and Prime Video ambassador, Pat Cummins.
Following Prime Video’s first iteration of the Go Full Cricket campaign last year, which offered a playful look inside Cummins’ life at home, the new creative follows the Australian captain as he explores his talents away from the field – with mixed results.
Across a series of three short films, Go Full Cricket sees Cummins take on a range of unexpected pursuits, including a stand-up comedy routine, donning chef’s whites to cook up a ‘Stokes and Kidney Pie’ and even taking on a round of golf armed with a cricket bat. Yet again, no matter where Pat goes, cricket finds its way into everything he does.
Australian men’s test cricket captain and Prime Video ambassador Pat Cummins said “Whether I’m playing or watching Prime Video, I’m a cricket fan first and foremost. Go Full Cricket really captures that – when you love the game, it’s always on your mind. I had a lot of fun with this campaign, but it probably confirms I’m in the right job – I don’t think I’ll be making the jump to stand-up comedy anytime soon.”
James Beswick and Rowan Foxcroft, associate creative directors at Leo Australia, said, “This second evolution was all about Pat attempting to prove there’s more to him than just cricket… Turns out there isn’t. Not even a little bit. He’s Full Cricket, full time.
Pat throwing himself headfirst into anything gave us the perfect excuse to show fans a side of him they don’t usually see… and maybe that’s for a good reason. But if anything, these ads should make people want to see what Pat does best, cricket.
The campaign builds anticipation for the ICC Men’s T20 World Cup 2026 – one of the biggest moments on the cricket calendar. And it’s on Prime.”
The ICC Men’s T20 World Cup 2026 will be co-hosted by India and Sri Lanka from 7 February to 8 March 2026, featuring 55 thrilling matches with teams from 19 countries, bringing together the 20 best teams in the world to compete for the short-form game’s biggest prize. The group stage splits the teams across four groups of five, with the top two from each progressing to the Super Eights phase, followed by semi-finals and culminating with the Final in either Colombo or Ahmedabad on 8 March. Every ICC Men’s T20 World Cup match will be streamed live and exclusive on Prime Video.
The campaign will roll out across digital and social in the lead-up to the tournament.
Credits:
Creative Agency: Leo Australia
Production Company: Rabbit
Director: Al Morrow
Producer: Fiona Pakes
Executive Producers: Alex Hay & Lucas Jenner
DOP: Jordan Maddocks
Casting: Danny Long
Post House: The Editors
MD / EP: Nicoletta Rousianos
Editor: Mark Burnett
Colourist: Fergus Rotherham
VFX Artists: Stu Cadzow & Matt Edwards
Source: Publicis Groupe
