Television

‘Greatness is Contagious’, says World Cup

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MUMBAI:  The countdown to the biggest sporting event, the ICC Cricket World Cup 2015, has officially begun with the ICC releasing the official TVC for the big game.



With 67 days to go for the mega event to begin in February, the campaign titled ‘Greatness is Contagious ’ reflects the insight that one cannot help but be affected when one is in the presence of stalwarts.



The ad begins with a few children, in different parts of the world, gearing up for a match by preparing a pitch by either arranging a set of stones to be used as make-believe wickets or sketching a wicket on a ruined wall. Now as the pitch has been set, determined young cricketers, both boys and girls, are seen getting ready to score the perfect six. Next, fans begin chanting and cheering the young teams.  



A still from the film depicts how cricket is celebrated as religion in India, as temple priests and worshipers are shown performing an aarti of two cricket bats! Indian fans enjoying the game are spotted wearing the jersey of cricketing icon Sachin Tendulkar.  Towards the end, left arm fast bowler and Australian cricketer Mitchell Johnson, along with New Zealand’s Brendon Macullum ,are seen gearing up for the big match.



The World Cup, this year, will be hosted jointly by New Zealand and Australia.



The music in the 60 second TVC is that of Swedish Producer WDL’s Bob’s Beat, assisted by Markus Wetterberg’s (Mawe), vocals to the electronic sound. The agency for the TVC is CHE Proximity while the production was carried by Sweetshop. Ben Quinn is the director and the executive creative director is Leon Wilson.



The ad put up on ICC’S Facebook page, so far has garnered 31,000 views and 603 shares and on YouTube 2,394 views and counting. On twitter, the video which was shared by the Council, garnered a paltry 81 re-tweets and 75 favourites as fans from a few countries expressed anguish over not many cricketers being included in the TVC.

To watch the TVC, click here- https://www.youtube.com/watch?v=SxBL-qImwQU

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