Friday 19 October 2007 

Michael Clarke Re-Enacts Legendary Bradman Training Technique For Ad

Arguably the most legendary training vision in Australian sporting history has been re-enacted for a new television advertising campaign by Cricket Australia to officially launch the 2007-08 summer of cricket.

The vision of Sir Donald Bradman, who famously honed his skills as a youngster by hitting a golf ball with a stump against the base of a water tank, has been further immortalised in the new campaign featuring young batting maestro Michael Clarke.

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.

The new-look Australian team will kick start the 2007-08 summer of cricket against Sri Lanka in the First 3 mobile Test at the Gabba which begins on 8 November.

A record 50 days of international cricket is scheduled in 2007-08.

© Cricket Australia


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