Down Under gets the Telstra treatment for Olympics ad

telstra down underTelstra has launched its Olympics advertising campaign based around Australia’s unofficial national anthem Down Under.

The ad, created by DDB Sydney, features Men At Work’s Colin Hay and a cast of thousands.

The 60-second commercial breaks in time for the Olympics tomorrow morning, and follows a series of 15-second teaser spots that kicked off on Monday of this week.

Mark Buckman, Telstra’s marketing chief, said in a press release: “The campaign has been designed to ignite patriotism among Australians and encourage them to support our athletes in London by sending a Telstra HeroMessage. A Telstra HeroMessage is a powerful and emotional way to connect with our Olympic athletes and I encourage all Australians to harness the Olympic spirit and spur on our athletes and teams to greatness in London.”

Dylan Harrison, ECD at DDB Sydney, commented: “What better way to create the ultimate message of support for our athletes and kick-start the London 2012 HeroMessage service than to re-record one of the most identifiable tracks in Australian music history.

He added: “Down Under has always been synonymous with our strong sense of sporting patriotism and the sentiment we feel toward our sporting heroes. It strikes a real chord with Australians no matter where they are in the world and we had an overwhelming response from Aussies everywhere wanting to belt out the tune.”


  • Chief Marketing Officer: Mark Buckman
  • Director Corporate Marketing: Inese Kingsmill
  • Brand Marketing Manager: Kieran O’Donnell
  • Production Company: Rogue Films (London) / Chief Entertainment (Australia)
  • Director: Tubby Brothers (London) / Stuart McFadyen
  • Creative Agency: DDB
  • ECD: Dylan Harrison
  • Creative Director: Rupert Hancock
  • Managing Partner: Brent Annells
  • Media Agency: OMD
  • TV Trading Manager: Simon Lee

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