Optus takes aim at ‘sloppy’ choices in Emotive campaign

Optus says consumers need to make smarter choices when choosing their telco in its latest campaign, created by Emotive.

The ads, which showcase consumers making sophisticated decisions before blowing it with a low-brow misstep, say “don’t follow a smart choice, with a sloppy one”, contending that if you get a good phone, you should follow it with a good telco. 

Emotive’s insight was that every smart decision deserves another, creating the line ‘Don’t follow a smart choice with a sloppy one’.

CEO of Emotive, Simon Joyce said: “The simple, funny construct of smart vs sloppy gave us the perfect vehicle to deliver a strong retail message on the dual benefit of pairing Samsung with Optus.”

Optus’ head of marketing, Melissa Hopkins, said the campaign will touch a nerve with consumers who will remember a time they made a poor decision.

“We are reminding customers that purchasing the Galaxy S10 or A50 from Optus is a smart choice as we have some of the most competitive plans in market which allow consumers to get the most out of our exceptional national network,” she said in a statement.

“Australians are looking for more than just value or more than just network coverage – and we are delivering both.”

She also noted her joy that Paul Middleditch – the man behind ‘Big Ad’, ‘Not Happy Jan’ and MLA’s Boat People campaign – had directed the TVCs.

“We are thrilled that one of Australia’s most renowned directors is bringing these consumer insights to life through this campaign,” she said.

“Each film is very relatable and touches on a nerve that I’m sure many Australians have experienced in one way or another after making a poor decision.”

In 2018 Optus reviewed its agency roster, ending its relationship with M&C Saatchi and The Works. The current roster includes Emotive, Big Red, M&C Saatchi-owned Re, and internal agency Yes Agency. Optus’ previous campaign ‘Chip Shop’ was created by former full time partner 72andSunny, who was dropped from the creative roster in March.

The ads will be broadcast on free-to-air TV throughout May.


Creative Agency & Post Production: Emotive
Chief Strategy Officer: Tyler Wilson
Creative Directors: Michael Dawson & Rupert Taylor
Agency Executive Producer: Hayley Ritz-Pelling
Agency Producer: Fiona Patterson
Business Director: Alison Mitchell
Editor: Ben Kucharski

Production Company: PLAZA
Director: Paul Middleditch
EP / Producer: Peter Masterton
DOP: Tim Tregoning
Art Director: Sal Boucher

Director, Acquisition Marketing: Angela Greenwood
Associate Director, Mobile Acquisition: William Dennis

Media Agency: UM
Digital Agency: Amobee & Big Red


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