Optus promises no hostages in ad featuring prisoner walking out of jail

The second instalment of Optus’ network campaign from 72andSunny Sydney equates a bad mobile coverage with a jail sentence, telling customers: “If it’s not right, walk away.”

The ad is the second from award-winning director Steve Rogers, and features actor Huw Higginson, who previously starred in the British TV series, The Bill.

Equating an Optus contract with ‘confinement’, the telco’s head of marketing, Melissa Hopkins, said: “The campaign shows a man walk out of confinement because he’s unhappy with his current situation, reinforcing our commitment to not hold new customers hostage if they aren’t happy with Optus’ mobile coverage.

“It’s also a timely reminder for those who aren’t with Optus today that if they aren’t happy with their provider, they should give Optus a go,” she added.

Hopkins noted that in the past five years, the company has invested more than $5 billion into its network “to improve coverage, capacity and speed, and we will continue to invest into the future.”

“We believe in the quality of our premium mobile network and if new customers try Optus and if the coverage is not right for them, they can choose to leave,” she explained.

Director: Steve Rogers
Creative Agency: 72andSunny Sydney
Production Company: Revolver
Research Agency: Forward Scout
Media Agency: UM
Design Agency: Yes Agency


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