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Sync Watch November 13, 2020

Sync Watch: Cricket Australia revives Temper Trap’s ‘Sweet Disposition’ for brand campaign

Senior Journalist, B2B
Sync Watch: Cricket Australia revives Temper Trap’s ‘Sweet Disposition’ for brand campaign

Cricket Australia wants to highlight the sport’s unique position in the hears of Australians, despite facing a “summer like no other”.

To do so, the sporting administration body has used the The Temper Trap’s 2009 hit ‘Sweet Disposition’ in its new TV commercials.

Michelle Turchini, the executive creative director of the responsible agency, Apparent, said the song was exactly what the campaign needed.

“We were looking for a modern classic song by an Australian artist that would feel like summer. Sweet Disposition by the Temper Trap was such a great fit for this Cricket Australia campaign; uplifting, evocative and emotive,” she said.

Cricket Australia’s head of brand and marketing, Natalie Davey, said the organisation challenged Apparent to come up with an idea which demonstrates cricket is more than just a game.

“It plays such an important cultural role in society, made up of individuals that are full of character, determination, pride, fun, competitiveness, resilience, optimism and grit – all of the traits that define us as Australians,” she said.

“This campaign is a culmination of an 18-month journey that has seen us make a significant transformation in how we promote cricket and connect with the hearts and minds of all Australians. We’re excited to have found a partner in Apparent, who share in our passion for Cricket and the important role in providing light relief to Australians this summer in what has been a tough year,” she added.

Apparent’s general manager, Suzy Smiley, said the campaign will go beyond the big names, the best batter and the quickest bowler, to tell the game’s deeper stories.

“Apparent is very excited to be working with Cricket Australia. CA have had a clear mandate from the outset – to inspire more people to love cricket and to remind those who already love it why they do.

“This campaign tells the story of the people who make the game of cricket by stepping up and doing what they love, whether it be players, supporting as a parent or volunteering,” she said.

Sweet Disposition peaked at 14 on the ARIA Chart. It found more success when it featured in the film 500 Days of Summer. In addition, it was used in the closing scene of 3 Days to Kill and featured in video game Pro Evolution Soccer 2011.

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