Cricket Australia reworks 10CC’s ‘Dreadlock Holiday’ for new tvcs via M&C Saatchi Melbourne
Cricket Australia has launched a new advertising campaign via M&C Saatchi Melbourne, that focuses on Australia’s love of summer and cricket, with the aim of igniting passions ahead of the biggest summer of international cricket ever held in this country.
With Australia playing host to an incredible 84 days of international cricket throughout the 2014-15 season and the ICC Cricket World Cup 2015, Cricket Australia has created an advertising campaign that not only reminds Australians about our love of cricket but provides an anthem for fans to carry throughout the summer.
Featuring a series of TV commercials that revive 10CC’s iconic summer tune “Dreadlock Holiday,” the “Cricket. We Love It” campaign will run across TV, print, digital and outdoor mediums, highlighting the essence of the Australian summer and why cricket is the country’s favourite sport.
“Dreadlock Holiday” was selected by Cricket Australia as the anthem for the campaign due to its instant connection to summer and cricket, the iconic nature of the original song and the potential for the song to be reinvented to create a greater connection with Australian fans.
Says Ben Amarfio, executive general manager – media, communications & marketing for Cricket Australia: “The response to cricket last summer provided ample proof Australians have fallen back in love with cricket. Hence the core message of this campaign – we don’t like cricket, we love it – seemed to be a perfect match for us. Our campaign highlights what Australians love about the game that dominates our nation during the summer period.”
To ensure the campaign appeals to fans of Test, One-Day International and Twenty20 International cricket, three different artists were commissioned to produce new versions of the original “Dreadlock Holiday” track.
Graham Gouldman of 10CC has produced an updated cricket-centric version of his iconic song tailored to promote the Commonwealth Bank Test Series against India. Australian ARIA award winning hip hop artist Illy has recorded a version for both the Carlton Mid One Day International Series against South Africa and the Carlton Mid One Day International Tri Series against India and England. For the KFC T20 INTLs, which launch the 2014-15 international cricket season in November, Australian DJ, radio host, and TV presenter Grant Smillie has produced an electronic dance version of the original hit.
Says Jamie Gilbert-Smith, managing director, M&C Saatchi Sport & Entertainment: “Our maiden campaign for Cricket Australia celebrates what we love about summer; the fours, the sixes and Mitch Johnston taking wickets. It’s going to be an unprecedented summer of cricket and what we hope is just the beginning of a successful partnership with Cricket Australia.”
Keen cricket fans will recognise the voiceover talent of some of the Nine Network’s favourite commentators Mark Taylor, James Brayshaw, and Brett Lee, in the 15 second executions of the TV commercials.
The TV commercials for the KFC T20 INTL Series and Carlton Mid One Day International Series are currently airing nationally. The Commonwealth Bank Test Series TV commercial will be airing nationally from the week commencing 13 October.
Client: Sonia Bijelic, Panayiota Samartzis, Michael Fisher
Agency: M&C Saatchi Melbourne
Post House: Spikey Productions
Audio Studio: Final Sound
Music Supervisor: Paul Ruske
Music Consultants: Mana Music, Trailer Media
Artists: Graham Gouldman of 10cc, Illy, Grant Smillie
10 Comments
You needed an agency for that?
Why pitch the business out if you’re just going to end up doing the same shit you always do?
Awesome! A montage of tired old footage, with a tired old track.
Specialist sports marketing agency I presume?
Did cricket australia really pitch this? It’s no better than a station promo. The other agencies must have been woeful. Surprised M&C would pr it. Truly uninspiring.
Sorry to paddle against the tide here but i really like it.More interesting is that my partner who has never expressed any interest whatsoever decided she ‘might come to a few games this summer’ …!#@$!
Thanks guys.
I don’t like this work….I LOVE it!
Yeah great pick of song for the cricket, I love it too.
Nice to see a couple of positive comments from M&C supporting their own work, but I fear they’ll be the only ones.
Sorry to break it to you guys – this is shite. Aim higher.
Ye Gods, at least the worst rap artists (and there are sooo many of them) are able to make their words rhyme and scan, but this mish mash of nothing is agony to listen to. No problem with using the cliche song, but it should be used a whole lot better than this. It’s a lousy sound mix as well, losing all the crowd emotion in the jumble of meaningless words. I disagree with “Really” – station promos are generally much better than this because the people who do them have a better feel for this kind of thing. Come on Aussie it aint.
PS: The second spot is much better because it doesn’t have the inane rap.