72andSunny unveils first work for Optus, with ‘cultural statement’ urging Aussies to ‘Get splashy’
72andSunny has launched its first work for Optus since being appointed to the roster in March, encouraging Australians to ‘Get Splashy’.
The campaign aims to position swimming as more than a sport and as a place where Australian’s are most comfortable to promote the telco’s partnership with Swimming Australia.
The work features children and adults playing in water against a soundtrack of ‘Ooh Wee’ by Mark Ronson.
Melissa Hopkins, director of marketing and communications at Optus, said in a press release: “All over the country we need to get back into the water, not necessarily to race, but to splash around and have fun.”
Johnny Tan, ECD at 72andSunny, added: “What really inspired us about this first brief with Optus was the chance to create a cultural statement about the brand, and its role in swimming in this country.
The campaignalso includes an activation for the Commonwealth Games called ‘The Splashies’ featuring celebrities in lilo races against everyday Australians.
Participants in The Splashies include Home and Away actress Ada Nicodemou, former AFL player Barry Hall, Rugby Union and Rugby League player Lote Tuqiri, and Olympic swimmer Melanie Schlanger.
Optus reviewed its creative roster last month, adding 72andSunny and dropping The Works and M&C Saatchi from its full-time roster.
Last year, the telco also introduced its own in-house creative agency ‘Yes Agency’.
72andSunny – once of the best known creative agencies ion the US – launched in Australia in March last year, releasing its first brand work in Australia for online marketplace eBay in September.
Did anyone at Optus even listen to the lyrics?
“… here to party, just to cut up a rug
Don’t make me want to cut up a thug”
Nate Dogg must be rolling in his grave being featured in this one
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The lilo activation is cringeworthy, the ‘get splashy’ message doesn’t sync with Swimming Australia’s professional sport mandate, the Optus brand fit is unclear and using a American rap artist to make a “cultural statement” by a Singaporean firm?
What a mess.
A very poor piece of communication and certainly not to the standard you’d expect of 72 & Sunny.
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Or even: Let me tell you what they say, when I’m pullin’ off my drawers
They say ooooooooooh weeeee
(Enjoyed the ad though)
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Really, really bad.
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Nicely shot in places, but this advert does absolutely nothing for Optus. They are still missing a marketing strategy, which is leading to the all too familiar rent a celebrity promotions and disjointed ads. They need to stop letting their egos drive the creative work and get back to the fundamentals – then stick with it.
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Stuff all relevance to a marketing strategy.
Next.
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Why launch a swimming campaign in Autumn?
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WTF! Rubbish
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This shows no advertising IQ whatsoever
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Brilliant ad. Refreshing to see something happy and positive coming out of his market for a change. Good work 72 and Optus.
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If it doesn’t link to the brand or a strategy, positive and happy doesn’t cut it. Unless you work at Optus and happy and positive was the pitch to get the Senior team to buy into it.
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Because they are sponsors of the Commonwealth Games.
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