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‘All sizzle and no sausage’: Presto targets Netflix telling Australians to ‘demand more’

Subscription video streaming service Presto has hired Hollywood star Naomi Watts to front its new consumer campaign targeting Netflix in which it tells customers to “demand more”.

“I tell you when I really do become a drama queen, when an on demand service from America tries to sell us all sizzle and no sausage”, says Watts as she exits a private jet surrounded by an entourage, finishing with the line: “Don’t settle for scraps Australia, demand more”.

The claims about premium content for the joint Foxtel and Seven West Media service are centred around its exclusive deal with US giant HBO. Whybin\TBWA Sydney created the campaign.

Presto is the second locally-based service to tap a Hollywood performer for its campaign, following rival Stan which used Rebel Wilson to front its launch campaign in January.

naomi watts prestoWhile no hard figures have been released by any Netflix of the major players surveys suggest Netflix has established a huge lead against its rivals since launching in Australia in March, claiming 1.5m viewers according to a Roy Morgan study.

However its rivalshave constantly attacked the US giant claiming its content library in Australia is thin.

The British-born actress Watts, who moved to Sydney when she was 14, said in a release: “Celebrities are often accused of having high demands. It was fun to play this arch character in a tongue and cheek way.

“Presto is all about demanding more from your experience and given the sheer amount of entertainment on offer these days, I love that we can now demand what we want to watch and when. I am certainly demanding about the TV shows I watch, so Presto more than works for me.”

Shaun James, interim Presto CEO, said: “The team loved working with Naomi and they had a lot of fun together. Naomi is the perfect fit for this role as she is not only a highly respected, instantly recognisable personality in Australia, but she is also considered to be someone who is anything but demanding.

“We hope it will be entertaining for Australians to see her in this tongue and cheek role. Our new Demand More campaign, in which Naomi features, shares the great news thatunlike other SVOD services, Presto gives Australian viewers access to HBO content and exclusive TV shows like Aquarius, Mr Robot, The Walking Dead, some of Australia’s best dramas like Wentworth and Packed to the Rafters, as well as must-see movies.

“Australians really can be more demanding with their Presto on demand service.”

The campaign was shot in New York by director Jeff Low, and is set to go to air nationally this Thursday, September 3.

Credits:

Client: Presto

Marketing Director: Ana Bacic

Marketing Manager: Niki Brown

Agency: Whybin\TBWA Group Sydney

Chief Executive Officer: Paul Bradbury

ECD: Wesley Hawes & Gary McCreadie

Digital Arts Network National Creative Director: Russ Tucker

Senior Creative Team: Ken Buchan & Clive Blackstone, Tim Chenery & David Roberts

Executive Planning Director: Hristos Varouhas

General Manager: Nitsa Lotus

Senior Account Director: Fiona O’Sullivan

Account Director: Chris Street

Campaign Manager: Hugh Fletcher

Broadcast & Content Director: Lisa Brown

Production Director: Jonathan Pitcher

Digital: Digital Arts Network

PR: Eleven

Media Agency: MindShare

Director: Jeff Low

Photographer: Ben Watts

Executive Producer: Lucas Jenner

Production Company: Rabbit Content/ Biscuit Films

Post Production: Method Studios

 

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