Amaysim says ‘it’s time to say goodbye’ in latest campaign

Telco provider Amaysim has launched a campaign to celebrate its new $10 plan featuring a couple pretending to be sad about their son moving out of home.

Created by Special Group, the 30-second advertisement shows the parents subsequently throwing money around their living room in celebration of the son’s departure.

Backed to Andrea Boccelli’s Time to Say Goodbye, a voiceover explains it is time to say goodbye to things you don’t need including lock-in contracts, unused data and talk and text limits.

Hayden Ruawai, marketing director at Amaysim, said in a statement: “Our campaign is built around the ‘just what you need’ comms platform that encourages Aussies to liberate themselves from the things they no longer need so they can get on with their lives.”

Other 15-second television ads show a man setting his lawn mower on fire and a balding man throwing out his hair dryer after shaving his head.

Both ads feature people getting rid of things they no longer need.

Cade Heyde, managing partner at Special Group, added: “We really value our relationship with the team at amaysim, working across their mobile team, and more recently partnering with them as they diversify their business and take the amazingly simple proposition to new categories.”

Kaimera managed the above-the-line media planning and buying for the campaign.


  • Agency: Special Group Australia
  • Creatives – Nils Eberhardt, Steven Thomson & Paul Bennell
  • Strategy Partner – Dave Hartmann
  • Executive Producer – Paul Johnston & Caroline David
  • CEO – Lindsey Evans
  • Managing Partner – Cade Heyde
  • Account Director – Tori Magill
  • Account Manager – Stephanie Wilkinson
  • Client: amaysim
  • CEO – Julian Origin
  • COO – Isaac Ward
  • Marketing Director – Hayden Ruawai
  • Senior Marketing Manager – Rebecca Johnson
  • Brand Consultant – Heidi Melville
  • Production – Revolver / Will O’Rourke
  • Director – Matt Devine
  • Managing Director / EP- Michael Ritchie
  • EP – Pip Smart
  • Producer – Alex Kember
  • Music composition and sound – Rumble
  • Edit – David Whittaker / ARC
  • Post Production – Heckler
  • Media Agency: Kaimera
  • Emily Bosler
  • PR Agency: Illuminate
  • Performance Agency: iProspect

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