Michael Clarke uses the stump-and-golf-ball technique employed by Don Bradman as a child to prepare for Australia’s home summer. Nathan Bracken aims for a coin while fine-tuning his bowling. These are from two clips that Leo Burnett Australia has created for Cricket Australia’s new campaign this Aussie Summer.
In the ad, Clarke handles himself and the single stump with aplomb, recreating the iconic vision which aims to communicate how ‘hungry’ the current team is for success in 2007-08.Clarke, who himself has used this training technique in the past to sharpen his game, said he felt honoured to recreate the moment which is well and truly embedded in Australian folklore.
“As a kid growing up, I remember hearing about Bradman’s amazing commitment to his craft and his legend has inspired me and an entire nation of cricket lovers,” he said.
“All of us in the Australian team are hungry for the 2007-08 summer of cricket to start and I’m sure I’ll call upon the ‘golf ball and stump’ training technique throughout the season to help keep my game as sharp as possible.”
The ad is part of Cricket Australia’s broader marketing activity for the 2007-08 summer and is based around the theme of ‘Hungry For It,’ specifically focusing on the new breed of stars who are steering Australian cricket into the future.
Nathan Bracken also struts his stuff in the second ad of the campaign, which sees the big fast bowler practising by himself at a deserted oval, attempting to land countless deliveries on a ten-cent piece strategically placed on the pitch.
Cricket Australia’s advertising agency, Leo Burnett Melbourne, said the campaign should appeal to both cricket aficionados and casual fans of the sport.
“It’s an iconic Australian image so we thought it was a great way to show how keen the next generation of Aussie cricketers are for success. The whole film crew had a go but no-one could make contact more than three times in a row. Clarkey was the best at it by a mile,” said Leo Burnett Melbourne General Manager, Patrick Rowe.
Cricket Australia General Manager of Cricket Marketing Services Mike McKenna, said the campaign will kick off in late October and maintain a presence during the season.
“The ‘Hungry For It’ campaign will be launched nationally on 24 October, potentially sparking a nationwide buying spree of stumps and golf balls, bringing back to life one of the most iconic moments in cricket’s proud history,” said McKenna.
Watch the two clips here and here.
As a kid, who watched the TV Serial Bodyline aired on Doordarshan in India, the image of a young Donald Bradman practising cricket with a stump and a golfball in his backyard and a young lanky Harold Larwood practising his bowling by aiming for the coin stuck with me. These are great images, images of people who wanted to get better, better than what they were before, practising their work as art, displaying amazing commitment to their craft.An India cricketer who is hungry for it and comes to my mind first is Rahul Dravid. Sorry, all you Sachin Tendulkar fans.
Another ad campaign that has the same spirit as this one; And its better as this one is for a spirit. Its the Johnny Walker Android ad. Watch it here.
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