Telstra takes a black ops approach to data security via The Monkeys

Telstra has platformed its security credentials in the first campaign to come from the telco since Brent Smart’s CMO appointment.

The former IAG head marketer joined Telstra in September last year, the same month as the Optus cyber attack that led to the data of 11 million customers being accessed.

The campaign was created by Telstra’s long-term agency partner The Monkeys, who also have a historical relationship with Smart, after he appointed the agency to IAG’s creative account 2017.

The creative is a not-so-subtle dig at its competitor, emphasising Telstra’s commitment to cyber security in a visual metaphor of a supersized security detail escorting a family on a road trip.

With the platform “secured by Telstra”, the security-focused work also brings attention to the Telco’s ‘Cleaner Pipes’ initiative which sees it block millions of phone, email and SMS scams every day.

Brent Smart, chief marketing officer, Telstra said: “Since joining Telstra, I’ve been blown away by the dedication of our people to help make Telstra the best mobile network in the country and one of the safest. This ad is a celebration of that. Huge thanks to my brilliant Telstra marketing team and our partners at the Monkeys. I’m proud for this to be the first ad under my watch as CMO.”

“As one of Australia’s biggest brands and network providers, Telstra plays a huge role to help keep their customers safe,” added Tara Ford, chief creative officer at The Monkeys, part of Accenture Song. “It can be hard to properly imagine or understand cyber security, so our latest work is a simple metaphor for the scale of security Telstra is providing behind the scenes to millions of customers every day,” said Tara Ford, chief creative officer at The Monkeys – part of Accenture Song.

Launched on Sunday February 12, the campaign will appear in  60″ and 30″ TVC executions in premium placements and sponsorships of top-rating programmes. Over the coming weeks, it will appear in key news, sport and popular programs across free to air networks and on-demand viewing.

The campaign will also extend to OOH and digital placements.


Client: Telstra 

Creative agency: The Monkeys


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