Star Sports has rolled out an ad film for the ongoing India Australia Test series. The film has been conceptualised by Lowe Lintas and went on air on December 19. The campaign is called #SleepTight and looks to bring cricket back into the limelight following a packed football season.
The film is a montage of people sleeping in various positions and situations. Shot at dawn, the film is set to a lullaby that tells viewers not to make any noise as the people in the film are asleep.
The singer then turns her attention to the people asleep. She tells them to sleep well as they have their physics practical’s, job meeting, etc. coming up. She mentions the big fight (India-Australia series) that takes place early in the morning too.
The film ends with the logo of the ongoing series and text writing below that reads, “Matches begin Australia time. Watch them at your own time."
Arun Iyer, NCD, Lowe Lintas + Partners, said, “While the whole world was losing sleep over the India-Australia series, we thought it would be great service for people to not be sleep-deprived and still not miss any action. The campaign captures this facet in an interesting manner, and will connect with the youth in a big way."
According to Star India, the campaign has been designed around the realisation that fans need to stay connected to the ongoing test series.
Two of the four test matches remain. Australia lead the series 2-0.
Client: Star Sports
Creative agency: Lowe Lintas + Partners
Creative team: Arun Iyer, Amar Singh, Akash Das, Joshua Thomas and Prathamesh Gharat
Business team: Shantanu Sapre, Sujay K Rachh, Ujwal Heffa and Sachin Sahu
Director: Ayan Das
Production House: Full Moon Productions