Grannies, guitarists and geniuses explain 5G to Australians for Optus
Optus is using different types of ‘5Gs’ to explain the 5G network in its latest series of ads.
Five grannies comment “at least 5G is fast”, five guitarists celebrate that you can “just plug in and play”, and five geniuses explore the “low latency” of “data to transfer following an instruction”.
The purpose of the campaign is to explain 5G to Australians who may not be familiar with the product, in simple, easy to understand, terms. As Optus head of marketing, Melissa Hopkins, explained: “People don’t want something they don’t understand.
“This is just the start of an ongoing conversation that we will continue to have with Australians as Optus 5G continues to roll out”
Hopkins also said that the telco’s logo will be changed to ‘OPTU5G’ for the duration of the campaign, “to build on the focus of 5G”.
The campaign was created by Bear Meets Eagle on Fire, a creative agency co-founded by Micah Walker. Walker previously worked with Optus whilst ECD of 72 and Sunny Sydney last year.
Walker commented: “We’re pretty proud of this as our first campaign. It’s fun work on a relatively tricky brief.”
Optus and Bear Meets Eagle on Fire worked with production company, Revolver/Will O’Rourke, and director, Andreas Nilsson for the campaign.
‘5Game Characters’ will also be coming in a later ad for the campaign.
Credits
Client: Optus
Creative Studio: Bear Meets Eagle on Fire
Production Company: Revolver/Will O’Rourke
Director: Andreas Nilsson
Managing Director/ EP: Michael Ritchie
Executive Producer: Pip Smart
Producer: Caroline Kruck
DOP: Stefan Duscio
Production Designer: Michael Iacono
Editor: Peter Sciberras
Edit House: ARC EDIT
Editorial EP: Joseph Perkins
Editorial Producer: Olivia Carolan
Visual Effects and Animation: Alt.vfx
Post Supervisor: Jay Hawkins
Post Producer: Tyrone Estephan
Colour: Ben Eagleton
Sound & Music: Rumble Studios
Photographer: Julian Wolkenstein
Production: Photoplay Photography
Executive Producer: Alison Lydiard
Producer: Ross Colebatch
Retouching: Cream Electric Art
topics
5g
Andreas Nilsson
Bear Meets Eagle on Fire
Melissa Hopkins
Micah Walker
Optus
Revolver/Will O’Rourke
Thanks for taking the eyes off me with poor 5G gags.
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agree with both those obs
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A brand owner paid money for this? What’s in it for the brand? This has to be a joke right?
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I hope Optus spent all their money on creative and have no money for media as seeing these three executions once was plenty for me!
Looks like more marketing execs who’ve been captured by their agency. I guess we can celebrate the fact there’s no hipster poem about how 5G is going to solve make believe problems.
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The grannys spot is pretty brave compared to most Aussie advertising which is wall to wall voice over explaining the product.
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This is great work, well crafted and funny.
So much better than Telstra’s say nothing approach.
A way clever way to explain the benefits of Optus.
Well done Optus and BMEOF.
Cheers,
Marty
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I think it’s clever for the brand to take a stance about explaining the tech. Bravo Optus.
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The ‘genius’ ad seems to leave a clear message – a noisy mess of a cluster-fuck.
At least their media spend will be modest as it will only be available ‘in selected areas’. At one stage I was hopeful that Optus would have decent 4G outside the major cities – Nah.
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If you don’t admire clever and original work like this you shouldn’t be on this blog.
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Brave. Gotta love it etc.
Back to regular programming and can someone explain to me as a consumer what the heck it’s meant to tell me and why Optus are the guys I need to use???
Absolutely lost on the message, many thanks to the article writer for explaining it of which Joe Public won’t receive.
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Now I still don’t know
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Its became fashionable to show old people in their mobility aids. Perhaps KFC NZ did it best a couple of years ago.
There’s little original about this ad. However what really annoys me is
a) that it’s ageist and
b) badly branded.
However, the production values are excellent.
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Can we have our advertising back?
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If you watched these and couldn’t take out that 5G is fast and you can plug and play home broadband then yes, Brand Power informercials are indeed the ads for you.
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I think Optus are underestimating the public. People are genuinely interested in why and how 5G is better than that 4G and that they should care. These ads could have been so much more. Instead is having ‘geniuses’ shout out technical terms that are meaningless, it could have been a powerful moment to explain the amazing technology being 5G, made simple and engaging.
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Show me a more engaging and simple ad than Grannies that explains new tech.
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These are simple, single-minded and attention grabbing – isn’t that half the battle in the cluttered, noisy world we live in. I’m disappointed that there are so many haters here, but it explains how so much ordinary work is getting made. Have more faith in your audience. These also look beautiful. Well done Optus.
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Philausophy, OPTU5G, there’s a game show in here— “first one to get it hit your buzzer!”
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Is the grannies ad filmed in the old Crest theatre in Granville?
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I do believe that is Liam Neeson as the guitarist that explodes…. hmmm
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