Ricky Gervais parts with artistic integrity in Australia for Optus’ ad to sell new iPhones

Comedian Ricky Gervais admits he’s prepared to undermine his artistic integrity in Australia, as Optus looks to capitalise on the release of the new iPhone today.

The two new spots, created by content marketing agency Emotive, follow the same format as the telco’s successful Netflix launch ads from earlier this year, with the creator of The Office speaking directly to camera in an anti-ad format.

In the first spot the Office creator reveals Optus called again asking him to do another advert, adding “what about people thinking I’ve undermined my artistic integrity? They said ‘it’s for Australia’, I said, ‘Yeah, alright'”.

In the second he says he is getting “even more money for less effort”, relying on the voiceover at the end to sell the new iPhone offer.

While the Netflix launch campaign only played across digital channels the next instalment is set to air on TV as well, and with some out of home elements.

Corin Dimopoulos, head of brand and communications at Optus, said: “We took a risk releasing the initial Ricky video earlier this year and it paid off. Ricky clearly resonates with consumers who want a more authentic take on traditional advertising and we’re excited to continue to produce engaging and entertaining content.”

Charlie Leahy, ECD, Emotive added: “Our approach to content creation always starts with the audience. The first Ricky piece released earlier this year delivered over eight million streams with record sharing levels. The audience enjoyed it and wanted more.

“This follow up once again allows Ricky to take control of the scripts and deliver it with his globally renowned comedy style. It was a privilege to work in a true collaboration with Ricky and the team at Optus on this content campaign.”


Creative Director, Emotive – Charlie Leahy

Director Social Marketing & Creative Services, Optus – Nigel Lopez-McBean

Director – Sam Washington

Writer – Ricky Gervais

UK Production Team – Caviar


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