Telstra move on from celebrity-fronted campaign with spot playing with unexpected upgrades

Telstra is promoting its ‘Telstra Upgrade’ offer with a new campaign which focuses on the idea that everyone loves an unexpected upgrade.

Created by DDB, the spot sees a group of five hail a taxi in the rain, when a standard taxi pulls over one of the group expresses concern that there’s five of them however the leader of the group sticks his head into the taxi to discover the inside is a large limo.

It ends with the tagline ‘Everyone loves an upgrade’ and features Iggy Azalea’s song ‘Fancy’.

The TV campaign started running on Sunday and is complemented with national press, outdoor, in shopping centre advertising, digital advertising banners and video placement on third party sites and point of sale.

It follows on from the telco using celebrities, including  Jimmy Barnes, Magda Szubanski and Jessica Mauboy, to represent the brands cultural shift and its new commitments to its customers. The last iteration of the upgrade campaign showed two men dancing in a hallway.

Creative agency credits:

  • DDB – Creative Director – Paul Fraser
  • DDB – Creative Director – Michael Barnfield
  • DDB – TV Producer – Tamsyn Roach
  • DDB – Group Business Director – Ben Wood
  • DDB -Business Director – Nick Stenmark\

TV Credits

  • Production Company – Filmgraphics
  • Director – David Denneen
  • Offline editing – Filmgraphics
  • Online – Method Studios


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