The ECB targets a young audience with Express Yourself

Cricket, for all its merits, isn't exactly considered the briskest of sports. Indeed, part of the charm of attending a match is to have a nice time in a lovely field, only to occasionally be interrupted by the thwack of willow on leather.

That view is likely to be changed by the ECB (England and Wales Cricket Board)'s eye-popping new film, Express Yourself, promoting the sport to a younger audience. In a joyfully relentless series of images, we see balls being shot up into space, Instagram posts exploding into life and cricket bats wielded like lightsabers, smashed together with a gleeful edit and rocking sound design.

Full of wit and energy, with the players all getting ta cheeky limelight, this rip-roaring spot from agency Matta and Agile Films' David Horsburgh gets the pulse racing more than most five-day Test match fans are used to.