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Telstra recruit Jimmy Barnes to promote network coverage

Telstra has recruited Jimmy Barnes for its latest campaign promoting its network coverage which centres around the telco’s commitment to ‘Whatever it takes, to bring you Australia’s best mobile experience’.

Created by DDB Sydney, the spot sees Barnes, dressed in a high visibility yellow jacket and playing the role of a Telstra technician, talking about the “star treatment” Telstra customers get on the Telstra network while he and other technicians build the network.

It ends with the star saying, “At Telstra we care about your mobile experience”, to which a Telstra worker replies “and we want to be famous for it”.

It is the first ad in a series of spots to use Australian celebrities.

DDB Sydney creative director Dylan Harrison said: “The scale of change around these commitments demanded an equally ambitious creative idea. We wanted to use real staff in real locations so Australians could hear it straight from the engine room where the change is happening. Much loved, well known Australians are the magic dust to make the ads really stand out.

“People love to solve puzzles when watching ads and are curious to know why some of Australia’s favourite celebrities are now working for Telstra. The punch line works really well, when a real Telstra staff member takes over from the celebrity, representing all Telstra employees who not only want to be famous themselves but are the people who are making it happen.”

Launching over the weekend, the commercial is complemented by national press, outdoor advertising and digital advertising banners of third party sites supported by a landing page on Telstra.com/network.

Telstra director segment marketing Andy Bateman said: “This ad is the first of a series that we are planning, which uses famous Australians, together with our own Telstra staff. The series will showcase the different roles and expertise of our staff and our commitment to caring for our customers – so much so that ‘we want to be famous for it.’

“The first campaign, featuring Jimmy Barnes, conveys the message that we are committed to giving our customers Australia’s best  and most reliable mobile network – one that covers over 2.3 million square kilometres  and is significantly larger than the next largest network.

“The three campaigns that follow in this series will each have a slightly different focus, but again will feature famous Australians working alongside and being helped by our real staff in different Telstra workplaces, for example on our network tower sites and in our contact centres.”

Credits:

  • DDB Sydney
  • OMD
  • Directed by David Deneen at FilmGraphics
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