Australia – Prime Video has launched the second instalment of its ‘Go Full Cricket’ campaign in Australia, starring Australian men’s Test captain and Prime Video ambassador Pat Cummins, as anticipation builds for the ICC Men’s T20 World Cup 2026.
Created by Leo Australia, the campaign rolls out across digital and social platforms ahead of the tournament, which streams live and exclusively on Prime Video in Australia from 7 February.
Following last year’s playful debut that peeked into Cummins’ home life, the new films lean into the idea that cricket never really leaves him.
Across three short spots, Cummins attempts life beyond the pitch, trying his hand at stand-up comedy, cooking a ‘Stokes and Kidney Pie’ in chef’s whites, and even playing golf with a cricket bat, with predictably mixed results. No matter the setting, cricket inevitably takes centre stage.
“Whether I’m playing or watching Prime Video, I’m a cricket fan first and foremost. Go Full Cricket really captures that–when you love the game, it’s always on your mind,” said Cummins. “I had a lot of fun with this campaign, but it probably confirms I’m in the right job – I don’t think I’ll be making the jump to stand-up comedy anytime soon.”
Leo Australia associate creative directors James Beswick and Rowan Foxcroft said the campaign embraces the joke wholeheartedly. “This second evolution was all about Pat attempting to prove there’s more to him than just cricket…Turns out there isn’t. Not even a little bit. He’s Full Cricket, full time.”
They added, “Pat throwing himself headfirst into anything gave us the perfect excuse to show fans a side of him they don’t usually see…and maybe that’s for a good reason. But if anything, these ads should make people want to see what Pat does best, cricket.”
The campaign builds momentum for the ICC Men’s T20 World Cup 2026, co-hosted by India and Sri Lanka from 7 February to 8 March.
The tournament features 55 matches across four groups, followed by the Super Eights, semi-finals, and a final in either Colombo or Ahmedabad. Every match will be streamed live and exclusively on Prime Video in Australia.
