The launch TV commercial features a young Aussie reciting verse inspired by the famous “Ashes to Ashes, Dust to Dust, if Lillee don’t get you, Thommo must” refrain. The revised poem references members of the national team including all-rounder Ellyse Perry, spin bowler Jess Jonassen, speedster Megan Schutt, vice-captain Alex Blackwell, keeper Alyssa Healy, and newly named Australian captain, Rachael Haynes, in a passionate call to arms.
Cricket Australia’s General Manager, Events & Leagues, Anthony Everard said the campaign has been designed to inspire all Australians to throw their support behind the team and enjoy the world-class cricket on offer.
The campaign was created with Zoo Group Melbourne via strategy from The Lab, and production from The Directors Group.
“Our Australian Women’s Cricket team are the best in the world, featuring some of the most talented players to have ever played the game, and we are proud of this campaign that seeks to celebrate the team and encourage Australia to get behind our players ahead of the Commonwealth Bank Women’s Ashes Series.
“The chant which has inspired our campaign immediately evokes memories of incredible past Ashes series, and the fierce rivalry between Australia and England ensures an Ashes series is always hard fought and highly entertaining. The upcoming Commonwealth Bank Women’s Ashes Series gives the Australian public a chance to see the skill, athleticism, and passion of the team for themselves and we hope as many people as possible will take up this opportunity.
“We’ve seen how the public are getting behind women’s sport in Australia, most recently with the amazing crowds who turned out to support the Matildas, which is fantastic for not just women’s sport but the Australian sporting landscape in general. We want to keep growing that support by connecting more fans to our Australian Women’s Cricket team through this new campaign.”
Alex Wadelton of Zoo Group Melbourne said, “It’s been a real joy to be involved in creating this campaign. The Australian Women’s Cricket team comprises some of Australia’s greatest athletes, and we hope this campaign encourages the Aussie public to attend in droves. Because there’s nothing better than beating England.”