In the lead-up to the ICC Women’s T20 World Cup, we’ve been working with CommBank on a major campaign celebrating women in cricket with a reinterpretation of the classic song ‘C’mon Aussie, C’mon’.
The integrated brand campaign highlights female players from the past, present, and future of the sport, and will run across TV, out of home, radio, digital and social.
The campaign reimagines the Mojo Advertising 1978 classic with the original voice of composer Allan ‘Jo’ Johnston, in a move to encourage all Australians to show their support for the team.
A full-length version of the track is also being released on music streaming services with proceeds going to the McGrath Foundation, an official local charity partner of the ICC T20 World Cup 2020.
Along with the current team, the 60-second TVC includes four cricketing greats – Betty Wilson, Raelee Thompson, Belinda Clark, and Lisa Sthalekar – as well as up-and-coming cricketer, Gunisha Garg, as part of CommBank’s commitment to nurturing the next generation of female players.
The campaign has already been covered by major news outlets across the country, including The Australian, National Nine News, Channel Seven News, and Weekend Sunrise.
It’s been an amazing experience for everyone involved. As well as working with one of Australia’s most iconic advertising identities, we’ve also worked with the entire Australian cricket team, including Australian all-rounder, Ellyse Perry.
“‘C’mon Aussie C’mon’ is an iconic piece of Australian sporting history. Hosting the ICC Women’s T20 World Cup in 2020 as world champions is a huge moment for the team, and we’re so proud to be able to bring this iconic Aussie anthem back for them.”
- Monique Macleod, Chief Marketing Officer, CommBank
“It’s an honour for the McGrath Foundation to be involved in this new version of such an iconic Australian sporting anthem.”
- McGrath Foundation CEO, Holly Masters
“This is such a legendary song and to think that it’s now been reworked to reflect the Australian Women’s Cricket Team and other historic trailblazers of the women’s game is humbling. What a way to celebrate women in cricket and inspire more young girls out there to get involved in one of Australia’s most iconic sports.”
- Australian all-rounder and CommBank Cricket Ambassador, Ellyse Perry
“Some people call ‘C’mon Aussie, C’mon’ Australia’s second national anthem. Understanding the impact it had on the men’s game forty years ago, it struck us that singing it for the women’s team was long overdue. It’s their time, and we want to fill all the stadiums during the T20 World Cup to support them. We couldn’t be prouder of the campaign, and we’re looking forward to seeing the impact it will have.”
- Eithne McSwiney, Managing Director, GHO Sydney
“It’s an amazing feeling to rewrite an Aussie classic, and to have Jo bring his unmistakable vocals to it. I grew up with a C’mon Aussie poster on my wall, so being able to recreate it now for the women’s game is pretty special.“
- Hamish Stewart, Creative Director, Strategy Director, Copywriter, GHO