Rihanna joins penguins in space for new Optus campaign

Singer Rihanna fronts a new ad for Optus which pairs her with the telco’s pre-paid penguins in space.

The ad, created by M&C Saatchi, launches tonight.  

The Optus campaign follows a similar strategy which saw the company tie in with rock star Pink last year.

It gives users of the Optus pre-paid service an opportunity to win tickets to Rihanna’s ‘Last Girl on Earth’ tour, which comes to coming to Australia next year.

The ad was shot in LA by US-based Aussie director David Gaddie, with post production done in Sydney by Post Modern. The shoot saw Rihanna suspended on a series of wires.

The campaign will also include print, radio and digital.

Optus consumer marketing director Austin R. Bryan said: “This is a fantastic execution.”

M&C Saatchi executive creative director Ben Welsh said the campaign was “hugely ambitious given timings, and the budget wasn’t as big as the end result would suggest”.


  • Client Lead: Nicholas Martens, Marketing Manager, Optus
  • ECD: Ben Welsh
  • Art Director: Jason Woelfl
  • Digital Creative Director: Josh Rowe
  • Digital Design: Fuji Staplehurst; Nathaniel Jones; Benji Chen; Penn Li; Punya Huxter
  • Group account director: Nick Russo
  • Account Director: Tara Goh
  • Account Manager: Courtney Reynolds
  • Planner: Colin Jowell
  • TV Production: Rod James/Loren August
  • Producer: Sharon Ireland
  • Director: David Gaddie
  • Production Company: The Colony
  • Post Production: Post Modern
  • Media: MPG


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