Trending PR Campaigns
Our cameras will be sharp
Ahead of Australia’s Test tour of South Africa, broadcaster SuperSport promoted its coverage with footage of Cameron Bancroft using sandpaper during the infamous 2018 ball-tampering scandal. The clip, captioned “Our cameras will be sharp”, turned the broadcaster’s role in exposing the incident into a pointed tease about the rivalry to come.
Why it worked: It hijacked a still-raw controversy with archival footage and a cheeky promise of surveillance, creating timely rivalry-fuelled conflict journalists crave.
The lesson: Consider repackaging your own behind-the-scenes receipts into a bold prelude that stokes an upcoming flashpoint; tease accountability, not nostalgia.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| cricketnews.com | ‘Our cameras will be sharp’: South African broadcaster trolls Australia with Sandpapergate jibe ahead of Test series - Yahoo Sports | Wednesday 7th October, 2026 |
| smh.com.au | ‘Our cameras will be sharp’: Ball-tampering scandal used to promote Test series in South Africa | Wednesday 7th October, 2026 |
| indiatoday.in | SA vs AUS: South African broadcaster Supersport trolls Australia with full video of sandpaper scandal - India Today | Thursday 8th October, 2026 |
| indiatimes.com | 'Our cameras will be sharp': South African broadcaster SuperSport takes a dig at Australia over Sandpapergate ahead of Test series | Cricket News - The Times of India | Friday 9th October, 2026 |
| livemint.com | SA vs AUS: South African broadcaster SuperSport warns Australia with ‘our cameras will be sharp’ remark; here's why | Mint | Friday 9th October, 2026 |