The International Cricket Council (ICC) has been promoting the Cricket World Cup, hosted by India, Sri Lanka and Bangladesh, with an integrated advertising campaign, “The Cup That Counts”. The campaign began with “Tightrope”, a television commercial appearing in three-minute and 60-second versions, capturing the passion, celebration, competition and fun associated with the game of cricket. The ad, set in the city of Jaipur, shows the captains of most of the participating nations walking on tightropes leading to a giant trophy. More than 400 fans from various countries are shown cheering them and running around in joy.
Abhijit Avasthi, National Creative Director, Ogilvy & Mather says, “Every country, every player and every fan has only one wish – to win the race to the cup. But this is no ordinary race. Full of obstacles and surprises, to win this race, each player would need to literally walk on a tightrope. Keeping this in mind we decided to use a metaphor and depicted a tightrope race to the cup that counts”.
The video has been removed, as the agency had online rights to screen until April 30, 2011.
The ICC campaign was developed at Ogilvy & Mather, Mumbai, India, by creative director (South Asia) Piyush Pandey, national creative directors Abhijit Avasthi and Rajiv Rao, senior creative directors Sukesh Nayak and Heeral Akhauri, associate creative director Hemal Jhaveri, art directors Vineet Sanghavi and Devang Patel, account management team Navin Talreja, Dharam Valia, Mudit Trivedi, Rahul Bhambri, Sukhvinder Singh Wilkhoo.
Filming was shot by director Shashanka Chaturvedi (Bob) via Good Morning Films, Mumbai, with producer Vikram Kalra, line producer Geeta Laxman, and director of photography Shanker Raman.
Music was composed by Dhruv Ghanekar.
Professional tightrope artists were flown in from USA and UK. Technical rigging and safety systems were provided by Natura Adventure Crew, overseen by chief rigger Mike Gaines.
Print and outdoor work was shot by photographer Palani Chandra Mohan.