School kids take on the Australian cricket team for Vodafone’s sponsorship of the Ashes
A few weeks back Vodafone Australia organised the first knock about forthe Aussie cricket team. They just didn’t tell them who they would beplaying, but filmed the results for an Ashes-themed 90-second commercial.
The game is set up by a call to Vodafone from a school kid called Tom about how he can help the Australian cricket team win back the Ashes. The 250 kids, aged 9-11, are told they’ll be taking part in a practice game against the Australian team. One little fellow bowls out Clarkey for a duck after distracting him with a wise-crack that his Mum thinks the cricketer is hot. Created by Host, it was directed by Patrick Hughes and Nick Ball of @radical.media.
Click here to view
The campaign will unfold over the weeks leading to the first Test in November, and will then run throughout the Series, using a variety of media, with the lead spot capturing what was a most surprising and delightful warm up match for the Aussie cricketers.
The cricket-mad kids were recruited, knowing they would be appearing in a TV ad but only found out on the morning of the shoot that it would involve them playing a practice match against some of the players from the Australian Test Team.
Meanwhile the Test Team knew they were playing a warm up match, but had no idea their opponents would outnumber them more than ten to one and would be less than half their age.
A crew of two directors and six cameras filmed the match which willbecome a 90 second online film as well as a 60 second and 30 second TVads.
Jana Kotatko, General Manager of Marketing Communications at Vodafone, said: “Australian cricket fans are of all ages, and with the intent of bringing the fans closer to the action this Ashes Series, Vodafone wanted to develop an ad campaign that represents the love of the game in a beautifully authentic way, demonstrating the fun of what will be a great summer of cricket!”
Amanda Quested, Host Head of Project Management, said “Vodafone took a gamble in allowing us to film a big TV production, essentially without a script. However with room to allow spontaneity between the kids and the players, we feel we’ve captured something that no script ever could.”
In addition to the ‘Practice Match’ online film and TV ads, there are a number of other TV executions featuring star players such as Michael Clarke, Ricky Ponting, Mike Hussey, Simon Katich, Shane Watson and Doug Bollinger. They show Vodafone answering customer requests and questions such as “Just how fast is a Doug Bollinger delivery?” or “Is there anything you can do to help the Poms?”.
Other campaign elements include an online promotion called ‘Fan Cast’ that allows cricket fanatics to give a fan’s broadcast of the cricket via vodafone.com.au/cricket.
Additionally there are print, outdoor and in ground activations planned for the duration of the Test Series.
CREDITS
Agency: Host
Creative: The Jamboree
Production: @radical media
Director: Patrick Hughes and Nick Ball
Media: Ikon Communications
11 Comments
this is fucking awesome.
ONE HAND ONE BOUNCE!!!!
GENIUS!
HUGE BALLZ!
Nice one.
Tough client and even tougher getting stuff through Cricket Oz and every player manager. 3’s ads for the last few years are evidence of that. This is a smart idea executed well, with the exception of the music which seriously stinks.
Still, the punters will love it. Hope there’s plenty of follow ups.
This is fantastic, the kids look at the end is genius.
Well done Nick.
Ford Barry Hall vs. kids ad did it better.
Good work.
this is fantastic its a new level and indication for sportspeople and the advertising we should be doing
congrats to all involved its really really really fucking good
Charming! Charming! Charming! Give me more!
lovely. so much to enjoy about thsi.
it’s so great! wow its amazing! i can’t believe they did it! holy shit! it’s all so excellent and funny! oh the humour!! the script, the execution, everything .. it’s just pure genius!!