The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Consumer - Television / 20 Second & Under - Single
Annual ID
FI16140M
About the Work
The Ashes is cricket’s greatest grudge match. Played over a long, punishing summer, it pits the game’s most bitter rivals against each other: England and Australia. While the games are on, the two countries are at war. So imagine an Australian company sponsoring the England cricket team. It’s like Brazil sponsoring Argentina. Like Germany sponsoring Holland. Like dogs sponsoring cats. Well, that’s exactly what Hardys did. An Australian wine company, they sponsored the England cricket team. So when it came to creating a campaign of more than 20 idents for Sky Sport’s Ashes coverage, we had to confront it. We just needed to do it from an English perspective. So we focused on the reactions of Hardys workers when they hear that their company is sponsoring their greatest sporting enemy – showing something England fans would love: unhappy Australians.
2016 Awards
Total Points: 5
Merit
Credits
Agency
McCann Central / Birmingham
Production Company
Plaza Films / Sydney
Art Director
Jamie Buckingham
Composer
Sonjay Prabhakar
Director
Dave Wood
Executive Creative Director
Vince McSweeney
Producer
Lee Thomson
Writer
Joe Ivory
Related Awards
