ICC broadcast partner Foxtel promoted its coverage of the ICC T20 World Cups through a star-studded, cinematic space epic campaign called ‘Don’t Miss A Thing’ which celebrated Australia’s longest ever summer of cricket and sent some of the biggest names in the game on a mission to defend the host nation’s titles as they come under attack from the planet’s best players.
Created by in-house creative agency Fox Creative, the campaign aims to offer an inspirational and memorable perspective on the Men’s 2022 and Women’s 2023 T20 World Cups and how hard the Australian teams will fight for the trophies at the end of a blockbuster cricket season.
The campaign spanned 30- and 15-second TVC spots supported by OOH, digital banners, radio, print and social assets and amplified by players on their own personal platforms.
Promoting it’s self-described ‘unrivalled quality and breadth of cricket broadcast coverage’, the campaign’s hero spot features Aerosmith’s classic ‘I Don’t Want To Miss A Thing’ track and is fronted by many of Australia’s most famous cricket stars including Pat Cummins, Mitchell Starc, Josh Hazelwood, Ellyse Perry, Alyssa Healey, alongside Fox Cricket talent including Adam Gilchrist, Isa Guha, Brett Lee, Mark Howard, Kerry O’Keeffe, Mark Waugh and Kath Loughnan.
Great fun working with @Foxtel to help launch their summer of Cricket…
Don’t miss a thing of the World Cup, every ball Live and ad-break dree during play on Foxtel from October 16. pic.twitter.com/gvsImPDWVO— Pat Cummins (@patcummins30) September 18, 2022
The campaign trumpets how Aussies won’t miss any of the cricket action of Fox Cricket with live summer programing spanning the ICC Men’s and Women’s T20 World Cup, Australian Men’s and Women’s ODIs, WBBL and BBL with ‘every game shown live and ad-break free during play with the best commentary and analysis and exclusive camera angles (and Men’s ODIs in 4K Ultra-HD) only on Fox Cricket and Foxtel.
“We’re thrilled to be delivering yet another bumper summer of unmissable cricket,” commented Foxtel Executive Director of Marketing Michael Nearhos. “We’re confident this joyful ad-campaign will excite and engage audiences as we launch into the longest summer of cricket yet kicking off with the ICC Men’s T20 World Cup, with our Fox Cricket talent, some of the greatest names in the game.”
The campaign was created for a joint Foxtel Marketing and Media team which included Executive Director of Marketing Michael Nearhos, Head Of Sports Marketing Stephanie Lukin, Senior Sports Marketing Manager Georgia Wilson, Marketing Managers Emily Peake and Claire De La Hoyde by a group at in-house agency Fox Creative led by Executive Creative Director Guy Sawrey-Cookson, Creative Director Jared Bedford, Senior Creative Copywriter Tim Buhagiar, Head of Creative Production Anna Stamatatos, Integrations Producer Oz Cekic, Creative Delivery Executive Tori Zuvela, Senior Motion Designer Parag Satyal, Senior Motion Designer Grischa Theissen, Producer Johnny Greally, Network Stylist Amy Haviland and VFX Designer Tim Hannah.
Comment
This campaign and its ICC T20 World Cup coverage follow op from last year’s Fox cricket broadcasts which the media company claims was Foxtel’s most successful year of cricket programming ever with viewers growing 10% year-=on-year.
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