Rexona Clinical owned summer with ‘Pitvertising’ – the game changing BBL sponsorship via Clemenger BBDO Sydney
The Sydney Sixers may have won the BBL season 10 trophy, but Rexona Clinical Clinical won the summer sports marketing battle with a game changing sponsorship idea.
BBL 2020-21 series will go down as the ‘Year of the Pit’ after Rexona Clinical owned the summer after unveiling its new form of advertising sponsorship – ‘Pitvertising’. The concept, devised by Clemenger BBDO Sydney, saw the Rexona Clinical logo with its iconic tick featured on the underarms of cricket umpires’ uniforms during the 2020-21 BBL season in an industry-first sponsorship deal with Cricket Australia.
Unlike a standard sponsorship, ‘Pitvertising’ meant the logo was only revealed during dramatic, high-stress BBL moments when the umpires raised their arms, making the message Rexona Clinical Protection keeps you cool under pressure impossible to miss.
With BBL series viewership topping 42 million, the Rexona Clinical logo was seen more than one billion times, revealed every time a wicket was taken, six hit, or powerplay or power surge called.
The unique concept took the world by storm, with the initial announcement generating global media buzz including more than 55 million impressions. ‘Pitvertising’ became an international sensation featured in news, blogs and radio shows around the globe.
The success of the innovation has spread beyond cricket, with other sporting codes looking to leverage similar sponsorship opportunities.
‘Pitvertising’ was supported by an above the line campaign featuring 30- and 15-second TVCs for Rexona Clinical Protection deodorant with the tagline, ‘three times the protection for those high pressure moments’. The spots put a new spin on giving the boss ‘the finger’ when an under pressure staffer umpiring the annual office cricket match raises his arm to give the boss out leg before wicket. The creative was designed to draw a parallel between Rexona Clinical’s ability to keep you cool under pressure and the umpire’s ability to keep their cool in high-pressure moments. In addition to the TVCs, the campaign featured Channel 7 and Fox Sports wicket replay integration, as well as stadium activations and in-store promotions.
Says Scott Mingl, marketing director – deodorant ANZ, Unilever “Rexona Clinical has a long history of aligning with professional sport, and we have been proud to see our innovative partnership come to life across the BBL season. The sponsorship idea created by Clemenger hit the spot and the supporting campaign leveraged its success to demonstrate our role in high pressure moments.”
Says Brenden Willenberg, ECD, Clemenger BBDO Sydney: “Creating both the BBL pitvertising opportunity for Rexona Clinical and supporting the sponsorship with a campaign that playfully showed how non-sporting pros could benefit from Rexona Clinical in high pressure moments too was an achievement we are all super proud of.”
Client: Unilever
Marketing Director – Deodorant ANZ: Scott Mingl
Brand Lead Rexona ANZ: Oliver Penn
Creative Agency: Clemenger BBDO Sydney
Executive Creative Director: Brendan Willenberg, Darren Wright
Creatives: Smaran Jworchan, Rowan Foxcroft, Ian Broekhuizen, Malcolm Caldwell
Senior Account Director: Smaran Jworchan
Planner: Vince Usher.
Production: Generator United
Producer: Darren Bailey
Production Company: Scoundrel
Director: Matt Weston
Co-Founder / Executive Producer: Adrian Shapiro
Executive Producer: Kate Gooden
Producer: Max Horn
DOP: Kieran Fowler
Media: PHD Content
19 Comments
YEAH SMAZZY
Nice idea. Shame about the direct rip off of a classic ad though. Must try harder.
https://www.adforum.com/creative-work/ad/player/13438/football/monstercouk
Wut
Didn’t break a sweat coming up with that one. Creativity in first gear.
No over hype in this press release. A logo on a shirt really did own summer. It really was a global sensation.
Honestly, who wrote this rubbish. It’s a cute idea- don’t bang on about it like it’s the second coming.
Are you high? straight up don’t even understand the comparison.
Such a cynic.
A simple idea that ties the brand to an event in sport.
I’m into it.
Congrats to all involved.
Simple. Smart and I heard about it way beyond my advertising bubble. Nice.
Saw it over the summer. Thought it was funny. Well done
I watched 90% of big bash this season and this is the first time I’ve heard/seen this. Getting desperate at Clems these days
Smaaaaazzzzzzyyyyyyyy!!!!!!! Well done mate.
I watched 50% of BBL this season and it stood out constantly to me, especially after 30″ where he gives the boss out.
Lovely idea Clems (that case film needs some work though).
What’s not to like about this?
Saw this on telly, nice work
Looks simple, cheap and bloody fun.
Lifting your arm once every hour or so, not exactly sweat inducing. Better it is was in the players.
Would’ve loved to see it on a coloured shirt that actually shows sweat.
… to wear black all day long. Good marketing!
There are about 17 wickets, 20 sixes and a bunch of other umpire signals every match. Pretty genius I think and it had all the commentators talking when I watch it.
Specsavers sponsoring refs set the bar. This is a close 2nd.