Telstra makes a New Year’s resolution: ‘We know we won’t always get it right, but we’ll continue to work hard’

Telstra has launched an ad campaign that takes the form of a New Year’s resolution to its customers.

In the ad, which shows scenes of New Year’s Eve celebrations, the telco giant pledges to “put you in control, give you greater certainty and thank you for your loyalty” in the year ahead.

“We know we won’t always get it right, but we’ll continue to work hard on new ways to help you connect,” the narrator in the ad says.

The ad, created by DDB Sydney, finishes with the line: ‘Shaping our world around you’.

Dylan Harrison, ECD at DDB Sydney, commented: “DDB Group has been a partner of Telstra’s throughout their journey to improve their customer service and put consumers at the heart of everything they do. This is something we’re incredibly proud of.”

“With this latest campaign designed to reaffirm Telstra’s commitment to their customers, it made sense to capture the humanity in the campaign by featuring New Years Eve – the night when Australians are most connected,” he added.


  • Telstra
  • Mark Buckman – Chief Marketing Officer
  • Inese Kingsmill – Marketing Director
  • Natalie Dean – General Manager Brand
  • Serena Fernandes – Senior Marketing Manager
  • DDB
  • Dylan Harrison – Executive Creative Director
  • Rupert Hancock – Group Creative Director
  • Duncan Shields – Creative Group Head
  • Brenden Johnson – Head of Onscreen Production
  • Brent Annells – Managing Partner
  • Lisa D’Amico Group Business Director
  • Gavin Sommer – Senior Business Director
  • Nick Cook – Senior Business Manger
  • Mike Crabtree  – Project Director
  • Production Company
  • Production Company: The Feds
  • Producer – Rebecca Bennett
  • Director – Ben Lawrence
  • Post-Production: The Editors


  1. Bem
    29 Jan 13
    10:53 am

  2. We are almost in February, wasn’t New Years Eve soooo one month ago?

  3. Tom
    29 Jan 13
    11:02 am

  4. Nicely done.

  5. Tom
    29 Jan 13
    12:33 pm

  6. Just to clarify, my “nicely done” was to the folks at Telstra and DDB.

    Not commending Bem on how well or poorly he’s playing at Mumbrella comments today.

  7. GreatStrategy
    29 Jan 13
    12:54 pm

  8. pretty good effort, at least they are acknowledging something they struggled to acknowledge all these years. “We don’t always get it right”.

  9. Chris
    29 Jan 13
    1:07 pm

  10. It is unfortunate that DDB’s Nick Cook is credited as Senior Business ‘Manger’. Not a flattering title.

  11. Lucio
    29 Jan 13
    2:07 pm

  12. More wallpaper advertising- yawn; but dear God, the Li-Lo shot has to come out: that’s a seriously stupid thing to suggest anyone be doing at night on the Harbour.

  13. Brendan
    29 Jan 13
    4:24 pm

  14. Untimely, unnecessarily apologetic, insincere = fail.

  15. Mike
    29 Jan 13
    5:22 pm

  16. Nice work. Would have been even nicer if it launched around 7th January.
    The shoot would have been complete by 12.20am on 1st January.
    What was the hold-up?

  17. Groucho
    29 Jan 13
    7:33 pm

  18. It’s hard to imagine that anyone not at Telstra or DDB could really thing this dreary collection of cliches could be worthy of anything but sympathy. This crap has been done so many times before. Lets tell the dopey people that because we are ‘Aussie’ we are allowed to screw up. Absymal service ratings are OK because we are one of you. Forgive us for bad coverage, we are one of you. Overcharge? No mate , we’re one of you. This looks like a rehash of a few McD’s concepts that didn’t get up, with an old Qantas one thrown in. Can’t imagine why they didn’t use Waltzing Matilda in the soundtrack though.