Optus: we think broadband is important
Optus has released the second in a series of ads that reposition the telco as a major broadband provider with the slogan ‘It’s possible’.
The ad features a digitised blonde woman holding a yellow cube – a symbol that denotes the Optus network.
An animal doesn’t feature in the ad until the closing frame, when a bear makes deliveries of the yellow Optus cubes.
The visual effects were by Fuel VFX, the ad created by M&C Saatchi.
Anthony Shiner, Optus director of fixed, said in a press release: “Optus revolutionised the fixed broadband market in 2007 with Australia’s first ‘yes’ Fusion home broadband bundle. Today we take this a step further driving mobile lead convergence by giving our customers free fixed broadband as included value for the first time.”
M&C Saatchi ECD Ben Welsh added: “It was important to bring the brand theme and style seamlessly into the product narrative.”
Credits:
Client: Optus
Agency: M&C Saatchi
Executive Creative Director: Ben Welsh
Creative Director: Shane Gibson
Digital Group Head: Steve Farkas
Art Director: Patrycja Lukjanow
Copywriter: Mike Condrick
Managing Partner: Christine Gardner
Head of Strategy: Colin Jowell
Senior Account Director: Tara Goh
Account Director: Jillian Nalty
Senior TV Producer: Loren August
Digital Production: Make
Production Company: Goodoil Films
Director: Michael Wong
Executive Producer: Juliet Bishop
Post Production: Fuel VFX
VFX Supervisor: Steve Anderson
VFX Producer: Erica Ford
Art Director: Brendan Savage
Yeah… I just don’t know about those end frames. It seems like the bear is such an afterthought, I really have to question whether its time they ditched the animal themed brand elements.
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Classy. That’s how you do a retail ad.
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Regarding the bear at the end:
I can’t tell if its:
1. A polite nod to the animal mascot heritage of Optus.
2. They are using it as a device to anchor the new message with the Optus brand.
3. They are scared to completely let go of the old brand themes.
4. Probably something else I haven’t thought of.
Can’t make up my mind.
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Nice work. Is that a Paddington Bear?
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well done on the tagline for Optus – It’s possible. Yes it is possible, Optus just aren’t capable of making it happen
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Is their tagline intentionally stolen from South Africa Tourism?
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I read the ad description after watching the ad.
I didn’t know what the yellow box meant and I didn’t even notice there were yellow boxes in front of the houses at the end.
On another matter, surely Optus is going to get a smack from the ACCC again??
Free broadband? It’s not free, it’s included in a bundle which you have to pay for.
What don’t Optus get about misleading and deceptive advertising?? It doesn’t have to be intentional to get burnt for misleading etc.
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Isn’t “It’s Possible” Coke Zero’s territory?
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I forgot to ad, according to Lifehacker
http://www.lifehacker.com.au/2.....best-deal/
the internet is shaped after a certain level which isn’t mentioned in the ad. Free internet implies to me, as much as you can use.
They don’t say we offer limited broadband for free – just free broadband with selected plans.
I don’t know if this is another $5 million fine for Optus coming up, but they are misleading the public again.
Optus – I wil charge you $1 million for this advice saving you $4 milllion in fines if you change the ad to make it clear.
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