Cannes Lions

ASHES

AMVBBDO, London / BT / 2017

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Overview

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This year BT Sport has live, exclusive coverage of Cricket's oldest and most famous tournament - "The Ashes" between Australia and England.

The Ashes will be played in Australia so coverage begins around midnight and ends at around 8am UK time.

With five matches each lasting up to five days, that's 25 days of staying awake all night to watch it.

For cricket fans, staying awake is a badge of honour, so our ad features the iconic image of an eye being kept awake, but replacing the matchstick is a cricket bail - a vital piece of cricket equipment.

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