This year's campaign takes a new approach to previous cricket promotions, including the Caribbean summer in 2000, the big screens and DJ-hosted events for the Ashes in 2001 and last year's Indian summer campaigns.
It comprises 11 on-air trails, all of which were aired on the first evening of the campaign. They have been designed to fulfil the brief "bunk off and watch cricket" and show men being caught in summertime situations where they are obliged to participate in family duties when they would rather be at home watching the cricket.
The scenarios include lunch with the mother-in-law, a trip to a DIY store and attendance at a children's school concert. The trails end with the strapline: "It's just not cricket."
Nick Stringer, the marketing manager at Channel 4, said: "The campaign is subtle but captures the heart-sinking feeling that most men experience when family life gets in the way of a sporting event they really want to watch. We hope it will appeal to the light viewers of cricket as much as the dedicated fans."
The campaign broke on the evening of 17 July and runs until the end of the final Test scheduled to end on 8 September.
Channel 4's in-house agency, 4creative, designed the creative with Bump.
The creative director was Brett Foraker.