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The Minimart Creates Rubicon Idents for the 2011 ICC Cricket World Cup

22 February, 2011 - Source: The Minimart

The Minimart has created a series of idents for Rubicon's sponsorship of the 2011 ICC Cricket World Cup on Sky Sports. The idents will run for six weeks from 19th February.

  • Rubicon Cricket Swing
    Rubicon Cricket Swing
  • Market Stall Scene
    Market Stall Scene
  • Rubicon Commentators
    Rubicon Commentators


This is the second consecutive year Rubicon has sponsored cricket on Sky Sports, having sponsored the ICC Twenty20 World Cup on Sky Sports in May 2010. The idents will further be supported by online and mobile banners.

The 22 idents, shot in Goa, and set in a busy, vibrant, colourful Indian market depict local people arranging an impromptu game of cricket, causing havoc with the market stalls. The game is commentated on by three presenters from a local radio station who mirror the traditional three man commentary team featured on Sky Sports. The humour comes from familiar cricketing terms being given a literal twist. For instance a batsman is caught in the slips when the ball gets stuck in some underwear hanging from a clothes line while another player is dismissed for a ‘duck’ by an actual duck knocking his bails off.

The series of idents, spanning 5, 10 and 15 seconds, feature Rubicon’s range of exotic fruit juice drinks and continues the growing association between Rubicon and cricket. The strategy aims to reach the mainstream audience whilst continuing to support its traditional Asian and Afro Caribbean community through the universal appeal and following of cricket.

Adrian Troy, AG Barr’s Head of Marketing, said, “After our successful sponsorship of the ICC Twenty20 World Cup on Sky Sports last year, and in particular the fantastic response viewers gave to the idents, the opportunity to continue the association into the 2011 World Cup was unmissable. Having set the bar high last year, The Minimart has again created a series of fun and engaging idents that we hope will have the same effect. We look forward to the continued success of this association.”

Ed Chilcott, Founding Partner of The Minimart, who directed the spots with Partner Tim Clyde, said, “It is important to us that the idents do more than just associate the Rubicon name with cricket. We want people looking forward to seeing the idents. When we sponsored the Twenty20 World Cup on Sky Sports last year viewers started blogging about their favourite idents and even recreated them on Youtube. This appreciation is the kind of brand affinity we are striving for. For the 2011 World Cup we have gone further by producing twice as many idents to keep the campaign fresh throughout the tournament.”

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