Think cricket is dull? Special and Cricket Australia have the commercial to prove you wrong. It’s a fast-paced montage of cricket moments set to an upbeat soundtrack.
The 60-second spot “says” You Need To See It. Because not everyone sees it the same way. We all see cricket from our own point of view. Some see almost 150 years of incredible rivalries. Some see records being broken. Others see superstitions, camaraderie, or a chance for revenge. Some see it four-eyed, one eyed or maybe even a little blurry-eyed. Some just haven’t seen it at all…not yet anyway.
The commercial highlights and celebrates all these different perspectives using the rousing, iconic Hunters & Collectors hit, Do you see what I see?, to celebrate international cricket’s enduring place at the heart of the Australian summer calendar.
You Need To See It is Special’s new platform for Cricket Australia, the rallying cry for the international season that invites all fans and newcomers to see cricket as the strategically thrilling, culturally captivating, and nationally inspiring game it is.
The hero TVC, directed by Dave Ma at FINCH, follows fans and players across three formats, Test, ODI and T20, in a celebration of the sport.
Cricket Australia head of brand & marketing Teresa Basile, commented, “Cricket has long provided the sights and sounds of the Australian summer and we wanted a campaign that ensures our game continues to dominate the seasonal conversation. This distinctive campaign showcases all the emotions and perspectives of international cricket, encouraging new fans to experience the excitement for the first time while inspiring cricket diehards to support Australia again this summer.”
Bec Stambanis, partner and chief strategy officer at Special, added, “International cricket holds a very special place in Australian culture. It truly is unmatched in its iconic battles and long-standing rivalries that have played out over cultures, continents and generations. We are thrilled to be able to bring all those different perspectives together in a new rallying cry that shows the passion and drama that will unfold in an unforgettable season of cricket.”
For static channels, Special wanted to celebrate the heroes of the men’s and women’s teams from a fresh angle. The agency worked with photographer, Tobias Rowles, to create a suite of images capturing the emotion of the game.
Adam Ferrie and Peter Cvetkovski, creative directors at Special, commented, “We’re used to seeing cricket from the broadcast perspective, but there’s nothing quite like experiencing it live in the stadium. We wanted to capture all the different perspectives that show just how great the experience really is—not just for cricket fans, but for anyone looking for an exciting live event.”
The campaign launched nationally with an initial brand phase in high-impact TV & OOH placements including 60-second spots in the AFL and NRL grand finals. It will then evolve throughout the international summer of cricket with campaigns for the Pakistan ODI and T20, India Test Series and the Women’s Ashes.
This is the first collaboration between Cricket Australia and Special since the agency’s appointment in May 2024.
Credits
Client: Cricket Australia
General Manager ‑ Digital, Marketing & Communications: Alex Lavelle
Head of Brand & Marketing: Teresa Basile
Senior Marketing Manager – Participation & International: David Hutchinson
Senior Performance Marketing Manager: Sarah Quinlan
Marketing Lead – International & Brand: Gemma Dyer
Marketing Project Specialist: Samantha Scott
Marketing Coordinator – Participation & International: Emily Beaumont
Channel Strategy & Implementation Lead: Harrison Orchard
Agency: Special
Partner & CEO: Lindsey Evans
Partners & CCOs: Tom Martin & Julian Schreiber
Partner & CSO: Rebecca Stambanis
Executive Creative Director: Ryan Fitzgerald
Creative Directors: Peter Cvetkovski & Adam Ferrie
Art Director: Bella Plush
Copywriter: Shaun Mcfarlane
Designer: Sarah Ristevski
Design Director: Adam Shear
Team Lead & Director of Business Management: Ollie May
Team Lead & Director of New Business: Georgia Newton
Team Lead: Tom Patterson
Business Director: Ed Taylor
Business Manager: Kiran Arunasalam
Strategist: Ollie Immurs
Head of Film + Content: Sophie Simmons
Integrated Producer: Glen Mcleod
Digital producer: Gigi Song
Production Company Film: FINCH
Director: Dave Ma
Executive Producer & Managing Director: Corey Esse
Executive Producer: Nick Simkins
Producer: Bryce Lintern
Casting: Byrne Creative
DoP: Max Walter
Offline: Arc Edit
Editor: Elise Butt
Post Production Grade & Online: Manimal Post
Colourist: Trish Cahill
Production Company Stills: Sam I Am
Photographer: Tobias Rowles
Executive Producer: Rich Cole
Senior Producer: Melanie Reardon
Sound Design: Rumble Studios
Senior Sound Designer: Liam Annert
Media Agency: Initiative
Music Supervision by Music Mill
