Vodafone Australia in its latest commercial video has made a bid to seek mileage out of controversy and one of cricket’s most disgraceful acts.
The multinational telecom company’s commercial video with disgraced Australian captain Steve Smith, who is serving a one-year ban for ball tampering, has invoked global reaction. The first purpose is served. It has invoked the response Vodafone would have looked for from the video themed as “Gutsy is calling”.
The one-minute commercial featuring Smith narrates the story of Smith. The disgraced captain is being projected as a hero out of the disgraceful act for his honesty in fronting up the mistake as he also narrates his struggle in overcoming the difficult period. He has still got three more months to complete the ban period.
Smith’s starring role in the commercial comes on the back of him teaming up with Australian television and radio personality Gus Worland as an ambassador in the Gotcha4Life school programme.
The commercial features Smith playing for beloved Sutherland Cricket Club and talking about the challenges and struggles he has faced since the ball tampering scandal. “Everyone makes mistakes; it’s about the way you respond to it that’s really important”.
Vodafone Australia has also tweeted the video on its official twitter handle @VodafoneAU.’
We all make mistakes, Steve Smith being no exception. Find out how he took ownership and moved forward: https://t.co/tDShP4fv7e @stevesmith49 pic.twitter.com/pwP7AOlVS1
— Vodafone Australia (@VodafoneAU) December 18, 2018
“Everything I dreamed of, everything I was a part of was just falling to pieces,” Smith says in the commercial.
“I was in a pretty dark space. It was just about being upfront and honest and taking responsibility. I’ve certainly had some difficult days. But it’s OK to be vulnerable. Everyone makes mistakes. It’s about the way you respond to it that’s really important.”
It concludes with a positive message: “I want to come back better than I was.”
The advertisement while widely appreciated has also invoked criticism from some cricket fans. In defence of its move, Vodafone has stated that it was supporting Smith “in his mission to spread awareness about mental health for young Australians”.
Meanwhile, media reports suggest that Smith will donate his fee from the commercial for charity.
