Optus recruits Ricky Gervais for Netflix push as company tells people ‘Get watching’

Optus has recruited British comedian Ricky Gervais to promote its Netflix partnership – with the actor scripting a fronting the new ads spruiking its unmetered streaming of the service.

They have been created by APN News and Media’s new content marketing arm Emotive in collaboration with M&C Saatchi and Fuel Communications, and show the actor and comedian doing two monologues to camera, with one boasting how much he was being paid to do it and how little effort he was willing to put in.

It comes as Netflix overnight launched a new teaser ad on its own social channels created by We Are Social which showcases some of its properties and ends with the tagline “Get Watching”.

Karen Phipson, director of active consideration at Optus, said: “There is no more appropriate talent in the world than Ricky Gervais to promote our partnership with Netflix.

“Key to the strategy was to approach this through a lens of entertainment and let Ricky interpret the message in his own style. The result is content that will drive social media conversation whilst delivering our core message of Optus and Netflix, which has become part of Ricky Gervais unique comedy.”

Gervais, who created The Office and Extras, also fronted Netflix’s push into the UK with a series of ads.

Simon Joyce, CEO of Emotive said: “Allowing Ricky to take control of the scripts and deliver it with his globally renowned comedy style was a bold move which could only happen with a progressive brand like Optus. We’re all chuffed with the result.

“It was a privilege to work with the team at Optus on the creation of this content campaign. Optus is a forward thinking marketing business that is really embracing its role as a publisher.”

Netflix launched its first local teaser trailer on its Facebook and Twitter profiles site overnight as it officially launched into the Australian and New Zealand markets.

The 30-second spot showcases some of the shows the international streaming giant carries, such as Mad Men, The Unbreakable Kimmy Schmidt, Orange is the New Black and films such as The Hangover and The Matrix.

The company has appointed Droga5 as its creative agency locally, MEC is handling its media buying – with a large marketing war chest in the region of $20m being mooted – whilst social media is handled by We Are Social and PR by Pulse Communications.

The Netflix teaser was created by We Are Social.

Optus credits:
Executive Creative Director, Emotive – Charlie Leahy
Director – Sam Washington
Production Team – HIS
M&C Saatchi – Andy Flemming
Fuel Communications – Trisha Ford


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