CA had to get away from that dreadful white, middle-aged demographic that had everyone down at Jolimont threatening to jump out the window in despair. I mean Channel Nine called Ten's bluff and stumped up big cash for the TV rights, that was a bummer. Ten would have at least brought them a fresh approach. It wasn't a certainty that this approach would lead to young kids dragging themselves away from iPads and grabbing the new Wisden, but it was worth a shot.
But what exactly is this new ad for the upcoming Ashes saying? That we should feel sorry for John Howard that Cricket Australia like him far more than the ICC do? That Jimmy Barnes is a big hit with youthful demographics? I mean, he was great in this NRL ad back in 1993, wasn't he? But that was twenty years ago, when we had batsmen who regularly averaged over 40 in international cricket.
I just think if you're trying to get away from this dreadful scourge of middle-aged white guys, stuffing your ad to the brim with them is an odd way to go about solving the problem. Also, when was this filmed? Were we really banking on Shane Watson being a certain starter? Maybe I'm being a bit bitchy there. Anyway, if CA finally decides who it is they want to watch their cricket games and how they're going to go about reaching out to them, someone please let me know.
Also, the "Cmon mate" thing remains embarrassing. How are the advertising agencies the only people in the world who don't realise this? I guess that's something that hasn't shown up in the focus groups yet.
In the meantime, tomorrow morning I am off to the USA for four weeks and will be missing the first Ashes Test due to cunning planning on the behalf of my girlfriend and an abject lack of diligence on my part. The last time I was in the US I had some absorbing cricket conversations with Indian expat cab drivers so hopefully I'll find a way to take in the first Test.
Americans like cricket, don't they? Muhammad Ali is mad for it...
ZZ Top are all over it...
Even Eisenhower stopped by the 1959 Australia v Pakistan Test at Karachi because he simply could not get enough cricket...
Anyway, I wish everyone well in their Ashes-watching endeavors. especially in the Southern Hemisphere where there'll be bleary eyes aplenty.
If you snooze, you lose.