Optus has again turned on the content tap to promote its new, contactless payment service, Cash – this time following the Duplass Brothers as they create a new commercial for the product for the telco.
A trio of new, lighthearted videos feature filmmakers Jay and Mark Duplass, who made the film The Skeleton Twins and TV show Togetherness, as they struggle to come up with good ideas to convey the message in a TV commercial hours before it is due to be submitted.
In recent months Optus has eschewed big TV campaigns for more data-led, longer-form content approaches, with the new work channelling the ‘anti-ad’ mentality of Optus’ Ricky Gervais work from last year.
The films are being seeded on the brand’s social media pages and push the contactless payment system being introduced by the telco, which allows customers to link their Visa paywave cards to their phones and use them to pay for things.
The second spot sees the pair trying to create a TV commercial which will still get the message across for the brand when people fast-forward through the ads having recorded the show, but forgetting it needs to have a real-time message as well.
The third spot ‘The Jingle’ features the pair talking about the ‘vacation home’ money they are being paid to create the new ad.
Optus declined to say which of its agencies created the content, although Emotive was brought onto its roster after its pitch last year to perform take on duties around content.