The release of the campaign ties into the build up to the Australian men's international cricket season on home soil to drive awareness that every Test, ODI, and T20I match is live on Fox Cricket
Fox Cricket has launched a new campaign via DDB Sydney positioning Foxtel's coverage as 'cricket like never before'. The concept taps into the popular vernacular of 'it's just not cricket', a passionate exclamation that something isn't right if it's not being done properly.
The tagline will be used as the framework to market Foxtel's key reasons to believe:
It's just not cricket if it's not every game live and ad-break free during play. It's just not cricket if it's not available in 4K. It's just not cricket if it's not on a dedicated cricket channel. It's just not cricket if it's not Foxtel cricket.
The TVC explores the evolutionary moments of cricket throughout the history of the game. Cricket is and always has been a family game, a passion that has been passed down through the generations. As it has been embraced by each new generation, they have also brought new ideas to game. Because of this, cricket has undergone some significant revolution over the years. And despite initial misgivings, these changes have only made the game better and helped in to thrive. This summer, families across Australia are getting ready for another cricketing revolution on Foxtel. One that will continue to make the game we all love even better.
Selected evolutionary moments of cricket include: The introduction of pads, switching from underarm to overarm bowling, Australian cricket overs changing to 6 balls at the turn of the previous century, the first time the England women's team came down under to take on their Australian counterparts in 1934, Kerry Packer's Cricket World Series revolutionising the game in 1977, the introduction of the Twenty20 short format of the game, and now the latest epoch in cricket's evolution - Foxtel.
Says Adam Ballesty, director of sport marketing, Fox Sports: "It's so exciting to have Australia's favourite national sport about to light up the Foxtel channels. The new campaign really shows our deep understanding of the game and how deeply we care about the important role Foxtel has in beaming it into Australian Homes. Our talent, ad break free during play and the long list of innovations we will bring to the sport is truly an evolution that will excite and delight us all for years to come."