Alexander Graham Bell’s head comes back to life in Telstra T-Hub ads

Telstra is launching a campaign featuring Alexander Graham Bell, the inventor of the telephone, to promote its new touch screen phone, T-Hub, which combines a traditional home phone with mobile phone-type applications.

In the different creative executions, Bell dubs the T-Hub a travesty of his original invention, but then reveals his admiration of the new phone.

The integrated campaign, created by Three Drunk Monkeys and media planned by OMD Sydney, consists of TV, digital, print, inserts, outdoor, direct marketing and point of sale.

The T-Hub’s 18-centimetre touch screen allows users to make and receive phone calls and text messages, go online, play music and radio stations, and also use it as an organiser.

Justin Drape, Three Drunk Monkeys co-founder, said: “Mr Bell invented his original phone in 1876 so we decided to bring him back to observe how advanced telephony has become in his absence.”

Bell was first revealed in teaser outdoor ads on Adshel sites this week, with the campaign rolling out on April 19 with print advertising and the first of eight TV ads, created by director Martin Granger and Oscar-winning Lord of the Rings DOP, Andrew Lesnie.


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