The ECB targets a young audience with Express Yourself
In an attempt to bring youthful fans to England's One Day International (ODI) cricket team, the spot's vibrant edit and dense mix make it a sensory overload.
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Cricket, for all its merits, isn't exactly considered the briskest of sports. Indeed, part of the charm of attending a match is to have a nice time in a lovely field, only to occasionally be interrupted by the thwack of willow on leather.
That view is likely to be changed by the ECB (England and Wales Cricket Board)'s eye-popping new film, Express Yourself, promoting the sport to a younger audience. In a joyfully relentless series of images, we see balls being shot up into space, Instagram posts exploding into life and cricket bats wielded like lightsabers, smashed together with a gleeful edit and rocking sound design.
Full of wit and energy, with the players all getting ta cheeky limelight, this rip-roaring spot from agency Matta and Agile Films' David Horsburgh gets the pulse racing more than most five-day Test match fans are used to.