Sugar glider fronts Optus Christmas ad set to ‘Everything I Own’

Optus has released its holiday campaign via Special Group NZ, featuring a sugar glider to raise awareness and funds for the marsupial.

The title for the campaign is ‘Tis the season to say “yes”‘, building on Optus’ brand platform ‘It starts with yes’. Special Group NZ launched the brand platform last year in July 2020 in what was the first work for Optus.

In the 60-second spot, set to Bread’s ‘Everything I Own’, tells the story of a sugar glider sneaking into a family home, avoiding the cat. The sugar glider learns how to build two cribs, as the human family also welcomes a new addition to their family.

Optus’ VP of marketing Mel Hopkins said: “Optus wants to play a part in affecting real change for the future of Australia, as we continue our journey to becoming Australia’s most loved everyday brand with lasting customer relationships. We’ve been part of Australia’s social fabric for 30 years, so it was important that a native species was front and centre of our campaign. We are encouraging Australians to fall in love with these wonderful creatures and join us in saving them in the most generous time of year – now that’s optimism in action.”

As part of the campaign, Optus has partnered with the Australian Wildlife Conservancy (AWC) to raise in excess of $50,000.

AWC CEO Tim Allard commented: “Most Aussies know about wombats, koalas and quokkas – but there is little knowledge of this flying marsupial. The discovery that the Sugar Glider is not one, but three species, raises the alarm that there may be far fewer than previously thought and that the population may have declined by as much as 35% over the last 30 years.

“AWC is taking practical and effective action like fire management and feral animal control to address the key threats to the glider’s survival and restore their populations. This partnership with Optus will help teach Australians about the incredible diversity our country holds; and the funds will help us protect these threatened animals now and into the future.”

The campaign launched yesterday, 14 November, and is on TV, socials and out-of-home.


Agency – Special Group NZ

Director – The Bobbsey Twins From Homicide

Production Company – Finch

Animation Company – Flux

Sound – Franklin Rd

Music – Level



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.