Cuba Gooding Jr gets unsuspecting actors to spruik imaginary iPhone in Optus campaign

Optus has released its latest Cuba Gooding Jr iPhone ad, this time with the actor and comedian directing actors to work with an imaginary smartphone.

The ad, created by Emotive, is Optus’ latest in a series of campaigns featuring Gooding including its previous iPhone X ad and the Excitement Just Right launch last year.

In the commercial, Gooding takes the director’s chair, instructing auditioning actors to look at an empty podium, ‘imagine’ the device and show him what it makes them ‘feel’.

Optus head of marketing, Melissa Hopkins, said the brand likes to challenge the status quo.

“Optus is really excited to launch the very latest mobile device accompanied by an innovative and clever commercial which features the amazing Cuba Gooding Jr in the director’s chair and some superb Aussie actors.

“At Optus, we like to challenge the status quo and with this commercial we did that. We placed up-and-coming Aussie actors in front of a Hollywood director to capture their genuine reactions in an unscripted and spontaneous reality-television style commercial, which is a really innovative concept for a marketing campaign,” Hopkins said.

“The finished commercial is a combination of CCTV footage and audition tape, because we knew that a phone this good didn’t need a big scripted ad. We love working with Cuba because he always brings spontaneity and creativity to the set, and he absolutely did that in the role of director for this shoot.”


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