MELBOURNE: Cricket Australia is bringing together some of the greatest players to ever pull on the Baggy Green in a campaign to promote this year's Ashes series.
The “History Will Be Made” campaign features a mixture of archival and modern footage to re-create the greatest Ashes moments in the lead up to the series first ball this summer.
The campaign, which includes Tv, print and radio, showcase some of the great contributions made to Ashes series and feature footage of Donald Bradman and Ricky Ponting.
The campaign was launched last night (June 16) during Nine Network's coverage of the rugby league State of Origin. The earlier than usual launch is designed to promote early ticket sales to registered members of the Australian Cricket Family.
The TVC was created by Leo Burnett Melbourne, with production by Fin Design and music and sound by Nylon. Media was by MediaCom.
Continuing Cricket Australia’s long association with Nine Network, the spot is voiced by regular cricket commentators Mark Nicholas and Michael Slater.
Leo Burnett Melbourne executive creative director Jason Williamss said: “It was an extremely complex spot to piece together.
“We had to sift through old footage of Bradman and others to find shots that could combine well with modern day footage to give the impression that these guys were on the field at the same time.
“We wanted them to interact, not just be on the same field. Even some of the more recent era footage of Dennis Lillee and Rod Marsh was a challenge because it was all shot on video of varying quality. It all had to be cut out and then the scenes re-created on new background plates.”
Cricket Australia had a main media spend of $3.7 million in the 12 months to March 2010, up on $3.4 million, in the previous corresponding period.
See the "History will be made" campaign.
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