Climate crusader Pat Cummins is called upon to create two TV ads for one of Australia’s biggest greenhouse gas emitters – but now his values are not ‘on par’ with the company
- Pat Cummins expressed ‘ethical concerns’ about the partnership with Alinta Energy
- Last summer he starred in a major ad campaign for the biggest polluter
- Whimsical ad with Test Captain answering calls for Alinta while doing yoga
- The electricity and gas generator is one of the largest emitters in the country
- Cummins said on Tuesday he will not appear in Alinta’s ads this season
Australian cricket captain Pat Cummins starred in an ad campaign for Alinta Energy a year before objecting to Cricket Australia’s $40 million sponsorship deal with the company over ‘ethical concerns’.
Cummins took center stage in two TV commercials last summer for the electricity and gas generator, one of the largest emitters of greenhouse gases in the country, along with teammates Nathan Lyon, Marnus Labuschagne and Aaron Finch.
A year later, however, Cummins expressed concern to Cricket Australia boss Nick Hockley that the big polluter is no longer “aligned” with his and other star players’ values.
The TV ads resurfaced on Tuesday, with one showing Cummins and the star cricketers in meetings with Alinta staff, brainstorming ideas on how to do it “better” for customers.
Test Captain Pat Cummins has ‘ethical concerns’ that Alinta Energy will remain on board as Cricket Australia’s main partner, despite appearing in several advertisements for the energy supplier =
In an Alinta Energy ad from last summer, Pat Cummins uses his nose to take a customer’s call
“What if everyone got a smart home,” Cummins muses in one ad. He then leads the team around his voice-activated home where the fireplace lights, the blender explodes and the sprinklers turn on inside in response to his demands.
In a separate ad where players answer customer calls in various challenging scenarios, Cummins uses the tip of his nose to answer his phone in the middle of a complex yoga pose.
“Seeing Pat Cummins answer his phone with his nose while contorted in a yoga pose embodies Alinta Energy’s ethos of going the extra mile for customers,” Bastion Executive Creative Director Georgia Arnott said at the time.
The ad resurfaced on Tuesday after Cummins’ approach to the CEO of Cricket Australia about the governing body’s Alinta deal came to light in the pages of the Sydney Morning Herald.
“Wasn’t Pat Cummins in the Alinta Energy ad campaign?” asked One Nation MP Mark Latham.
Pat Cummins starred in a series of ads promoting Alinta Energy less than 12 months ago
Cummins confirmed on Tuesday that he will not appear in Alinta ads this season, despite authorities insisting his stance on climate change has not prompted the company to cut ties with the sport.
Cummins held a press conference in Brisbane on Tuesday about his new appointment as ODI skipper, but the focus soon shifted to his reported objections to the early termination of the sponsorship deal with Cricket Australia (CA).
The Test captain had previously appeared in television commercials for Alinta Energy, but was asked whether it was true that he would not be seen in them next season.
“Yeah, 100 percent,” Cummins said.
Although Cummins told reporters he had not pressured CA to end the deal, he said players play a role in deciding which organizations to be associated with.
“It’s always been a balance,” he said.
Pat Cummins (pictured with his partner Becky Boston) recently expressed ‘ethical objections’ to Cricket Australia that his main partner was no longer ‘aligned’ with his personal views
“We’ve seen certain players make decisions based on religion or certain foods they eat, while not collaborating with specific partners.
“Every organization has a responsibility to do what is good for the sport and what they think is good for the organization, and I hope society moves forward.
“It’s a balance when you make decisions about who you’re going to welcome into the cricket family.”
Cummins reiterated on several occasions that the Australian players had supported CA’s partners and appreciated what they had done for the game.
Netball Australia has been forced to defend a sponsorship deal with mining giant Hancock Prospecting this week, despite opposition from within the Diamonds squad.