It’s just not Cricket: Foxtel launches new ‘Cricket like never before’ campaign via DDB Sydney
Fox Cricket has launched a new campaign via DDB Sydney positioning Foxtel’s coverage as ‘cricket like never before’. The concept taps into the popular vernacular of ‘it’s just not cricket’, a passionate exclamation that something isn’t right if it’s not being done properly.
The tagline will be used as the framework to market Foxtel’s key reasons to believe:
It’s just not cricket if it’s not every game live and ad-break free during play. It’s just not cricket if it’s not available in 4K. It’s just not cricket if it’s not on a dedicated cricket channel. It’s just not cricket if it’s not Foxtel cricket.
The TVC explores the evolutionary moments of cricket throughout the history of the game. Cricket is and always has been a family game, a passion that has been passed down through the generations. As it has been embraced by each new generation, they have also brought new ideas to game. Because of this, cricket has undergone some significant revolution over the years. And despite initial misgivings, these changes have only made the game better and helped in to thrive. This summer, families across Australia are getting ready for another cricketing revolution on Foxtel. One that will continue to make the game we all love even better.
Selected evolutionary moments of cricket include:
The introduction of pads, switching from underarm to overarm bowling, Australian cricket overs changing to 6 balls at the turn of the previous century, the first time the England women’s team came down under to take on their Australian counterparts in 1934, Kerry Packer’s Cricket World Series revolutionising the game in 1977, the introduction of the Twenty20 short format of the game, and now the latest epoch in cricket’s evolution – Foxtel.
The release of the campaign ties into the build up to the Australian men’s international cricket season on home soil to drive awareness that every Test, ODI, and T20I match is live on Fox Cricket.
Says Adam Ballesty, director of sport marketing, Fox Sports: “It’s so exciting to have Australia’s favourite national sport about to light up the Foxtel channels. The new campaign really shows our deep understanding of the game and how deeply we care about the important role Foxtel has in beaming it into Australian Homes. Our talent, ad break free during play and the long list of innovations we will bring to the sport is truly an evolution that will excite and delight us all for years to come”
Foxtel
CMO: Andy Lark
Director of Sport Marketing: Adam Ballasty
Senior Marketing Manager: Chris Pocock
Creative Agency: DDB Sydney
CCO: Ben Welsh
Creative Partner: David Jackson
Copywriter: Chris Ott
Planning Director: Joseph Smeaton
Head of Integrated Content: Sevda Cemo
Senior Producer: Wendy Gillies
Managing Partner: Penny Dixon
Senior Business Director: Matt Romeo
Production Company: FINCH
Director: The Bobbsey Twins from Homicide
Producers: Karen Bryson, Cath Anderson
Edit House: ARC EDIT
Editor: Simon Price
Post Production: Fin Design + Effects
Sound Design: Simon Lister at Nylon Studios
Composer: Lydia Davies at Nylon Studios
28 Comments
Simple idea clearly executed. I like it. Nice one.
A very trite score ruins a really good idea. Shame
Lame.
It’s just not creative
Very uninspiring
there’s an idea but the performances all feel a bit wooden
omg shockingly amateur execution all-round. awful score, no wonder it’s turned right down…
“Pretty piss poor effort, that.”
Began in 1979.
LOL.
It’s just a bit meh
Swing and a miss!
A lot better than everyone here is making out. Lot of effort gone into the old fashioned scenes at the start. Maybe loses its way and yeah, the music is pretty meh. But all in all I think it’s come out alright.
Nope, I have nothing to do with this agency!
nasty looking.
https://www.youtube.com/watch?v=DnZbqAMVptU
@this was better
Yes, it certainly was.
This one in the campaign was better again: https://www.youtube.com/watch?v=Kz-evlA_T0A
Is this foxsports or Foxtel?
head of sport marketing or FoxSports??
I don’t mind the general attempt…
But yeah some of the acting is wooden as.
Whoever did the “wow, what a shot” VO should be run out of town…
I’m over cricket already. Pretty poor ad.
An honest version with the underarm bowl, sandpaper down the pants and Glenn McGrath getting trigger happy on safari would be better.
… better talent, better camera, better grade. better score and better art direction.
First thought much. Jesus Christ. No wonder I hate cricket.
great directors – but not right for this..
Nike should sue for copyright infringement.
Before 6 ball overs they had 8 ball overs.
It’s just not cricket! What, having to pay to watch Aussie sport, now that’s just not cricket.
Great job, music and overall performance is well executed
Maybe a homage to channel 9 with Tony Greig walking out wearing the first helmet would have been a nice touch…