Commonwealth Bank and GHO Sydney have launched a major campaign celebrating women in cricket with a reinterpretation of the classic song ‘C’mon Aussie, C’mon’.
With the ICC Women’s T20 World Cup being played out on Australian turf this summer, the integrated brand campaign highlights female players from the past, present, and future of the sport. The campaign will run across TV, out of home, radio, digital and social.
Along with the current team, the 60-second TVC includes four cricketing greats – Betty Wilson, Raelee Thompson, Belinda Clark, and Lisa Sthalekar – along with up-and-coming cricketer, Gunisha Garg, as part of CommBank’s commitment to nurturing the next generation of female players.
The campaign reimagines the Mojo Advertising 1978 classic with the original voice of composer and agency co-founder Allan ‘Jo’ Johnston, in a move to encourage all Australians to show their support for the team.
Allan Johnston said: “I never imagined that a song we wrote all those years ago would still be going strong. But it’s great to see it being reinterpreted for the women’s team. I know Mo [Alan Morris] would have been just as proud.” Morris died in 2007.
A full-length version of the track will be released on music streaming services with proceeds going to the McGrath Foundation, an official local charity partner of the ICC T20 World Cup 2020.
Australian all-rounder and CommBank Cricket Ambassador, Ellyse Perry, said: “This is such a legendary song and to think that it’s now been reworked to reflect the Australian Women’s Cricket Team and other historic trailblazers of the women’s game is humbling. What a way to celebrate women in cricket and inspire more young girls out there to get involved in one of Australia’s most iconic sports.”
Says Monique Macleod, chief marketing officer, CBA: “We’ve been working with Cricket Australia to grow the women’s game for more than 20 years and it’s incredibly exciting to see how far the sport has come. Hosting the ICC Women’s T20 World Cup in 2020 as world champions is a huge moment for the team, and we’re so proud to be able to bring this iconic Aussie anthem back for them.”
Says Eithne McSwiney, managing director of GHO Sydney: “Some people call ‘C’mon Aussie, C’mon’ Australia’s second national anthem. Understanding the impact it had on the men’s game forty years ago, it struck us that singing it for the women’s team was long overdue. It’s their time, and we want to fill all the stadiums during the T20 World Cup to support them. We couldn’t be prouder of the campaign, and we’re looking forward to seeing the impact it will have.”
McGrath Foundation CEO, Holly Masters, said: “It’s an honour for the McGrath Foundation to be involved in this new version of such an iconic Australian sporting anthem. We have a long association with cricket and are proud to be the local Charity Partner of the ICC T20 World Cup Tournament, helping us to support individuals and their families experiencing breast cancer.”
The TVCs were directed by Aimee-Lee Curran and edited by Gaby Muir, with production by GHO Sydney.
Says Curran: “I loved directing this spot. It puts women in the spotlight and was made by a film crew with many powerful women in key roles. I hope it will inspire the next generation that they can do it, too.”
Client: Commonwealth Bank
Agency: GHO Sydney
Managing Director: Eithne McSwiney
Creative Director, Strategy Director, Copywriter: Hamish Stewart
Creative Director: Simon Cox
Creative Group Heads: Jason Joe, Clement Lam
Business Director: Georgia McLean
Account Manager: Cara Kitchen
Social Strategy Director: Simon English
Content Director: Michael Hearle
Design Team: Rob Gorris, Eileen Bartolo
Digital Design: Jonathan Kwok
Photographer: Chris Warnes
BTS Director: Saeed Sourati
Production Company: GHO Sydney
Executive Producer: Jo McNulty-Clarke
Line Producer: Sandy Madden
Production Coordinator: Gus Kennelly
Director: Aimee-Lee Curran
Editor: Gaby Muir
DOP: Emilio Abbonizio
Compositor: David Johns
Sound Studio: Song Zu
Music Arrangement: Song Zu
Music Director: Ramesh Sathiah
Music Production: Nathan Cavaleri
Sound Designer: Simon Kane
Audio Producer: Meg Drummond
Chief Marketing Officer: Monique Macleod
Executive Manager, Integrated Brand Communications: Tamisine Heath
Senior Marketing Manager: Adam Levee
Marketing Manager: Emma Squires-McCarthy
Marketing Manager: Marie Papas