Cricket Australia’s latest television campaign for junior development program, MILO in2CRICKET, has launched this week on Channel Nine nationally.
The commercial features everyday boys and girls aged between 5 and 11 from local Melbourne schools, and was directed by global advertising agency Leo Burnett.
The entire MILO in2CRICKET commercial was shot using the Phantom camera filmed in ‘action’ at a local park. The speed of the camera magnified the awkward little expressions that the children make during play. The result is a beautiful and humorous television spot that captures the unique charm of children’s cricket techniques.
"Our challenge was to create a spot that would appeal to both parents and children alike. In effect, there were two target markets. It had to simultaneously get children excited about the program while inspiring adults to sign their kids up" said Patrick Rowe, General Manager of Leo Burnett.
"The idea of the commercial was simple, to hero the kids of MILO in2CRICKET in the same way that our national players are each season – with the now iconic Channel 9 super-slow motion camera called the Phantom. Every summer we watch cricket telecasts featuring footage of our top Australian players captured in all their super-slow motion glory. In fact, these days every sports telecast, from swimming to football, seems to glorify our sporting greats using this very same technique”.
Mike McKenna, Cricket Australia’s General Manager of Cricket Marketing Services says “The re-branding of the MILO in2CRICKET program has been an extensive process. It was critically important to get the right mix for this in order to resonate with the younger generation, and we’re thrilled with the outcome.”
The MILO in2CRICKET television commercial will air from 12 October 2008.
The MILO in2CRICKET program replaces the MILO Have-A-Go program but retains all the fundamentals that have made it so popular with children over the last 15 years.
To find your local MILO in2CRICKET centre head to the home of children’s cricket www.in2CRICKET.com.au.
