‘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”.
https://www.youtube.com/watch?v=xP9jYTtC3RA
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.
While 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
This is woeful….Isla Fisher for ING Direct woeful.
User ID not verified.
Sure, but how many people are actually using the Australian Netflix catalogue? Only a handful of people I know do, everyone is on the US on with all the content.
User ID not verified.
Madness. Strategic error.
User ID not verified.
I really like it. Netflix AU hasn’t really rocked my boat. Stan on the other hand has great content.
User ID not verified.
Purchase Unblock Us – Change Netflix Country – Enjoy U.S library.
No need to demand anything.
User ID not verified.
Like this – clear, strong and populist
User ID not verified.
Presto, the vegetarian hotdog, no sausage, no sizzle just a piece of stale white bread with a squirt of sauce. Instead of comparing products why not spend the celebrity endorsement dollars on improving your own product?
User ID not verified.
I really like the ad! But I disagree with the premise that Netflix isn’t giving consumers enough.
User ID not verified.
I have US Netflix and I really like it. More than I could watch in a lifetime
User ID not verified.
My favourite use of a celebrity in this space was done for Optus with Ricky Gervais.
Comparing the two together, as they are for comparable products, so same space, same market, same technique, this ad falls far, far, far behind the Ricky ad on my score sheet.
Does it look like a Virgin ad to anyone else or is that just me?
User ID not verified.
The video quality of that ad on YouTube looks about right for Presto. At least they’re not selling something they don’t have.
User ID not verified.
First the ING Isla Fisher disaster, now this.
If you want comedic effect, use a comedian.
User ID not verified.
Watching a Ted talk on the planets right now. Does Presto or Stan have Ted talks? Also the insane amount of Manga?
User ID not verified.
And….no adds on Netflix…yet. The only thing it lacks is sport, which i don’t really want to pay for anyway. Go the SWANNIES.
User ID not verified.
Not sure who the audience for this is imagined to be.
User ID not verified.
Quite surprised by some of high profile names on the credits for this… It’s incredibly poor creative, strategy and insight. Content aside, Presto suffers from a major flaw – it’s streaming is all Standard Definition and unsuitable for a TV above 32 inches. It’s unwatchable particularly in action sequences.
Presto is not a brand that values content and technology. Which is what Netflix does.
User ID not verified.
If it was truth in advertising, Naomi would be saying “Presto – Foxtel and Seven waited years milking their existing pay and free TV cash cows and failed to invest in building a streaming service with technical prowess and customer awareness. But when Netflix launched in Australia, we scrambled to backfill and think you should join us.”
User ID not verified.
Contrast and compare this creative to that of the BBH IKEA ad.
Creative requires an idea, not just an angry strategy.
I can hear them crying “I’ll Get You Netflix…” all sounds a bit desperate.
User ID not verified.
The only one demanding More is presto. $14.95 a month for a crap selection of SD quality content and up until now no HD at all. Netflix AU might not have the biggest library may be “thin” but it is on par with Presto and almost 1/2 the price. Add a VPN and Netflix wins hands down. Followed quite a way behind by Stan which is still way ahead of Presto in its offerings at this time
User ID not verified.