Hermit crabs use discarded mobile phone packaging in latest ‘new phone feeling’ ad from Telstra

Telstra has unveiled the latest spot in its ‘new phone feeling’ campaign, which allows consumers to pay an extra fee on top of their monthly bill to have the option to upgrade to a new phone every 12 months.

The latest ad in the campaign, created by DDB Sydney, sees an excited customer opening his new phone near a beach much to the excitement of hermit crabs who shed their shells in favour of the phone’s box.

Telstra launched its ‘new phone feeling’ campaign back in March and have since run its celebrity-fronted brand campaign and been promoting its ‘unexpected upgrades‘.

The new spot in the campaign comes as a number of customers would be looking to upgrade following the launch of the new iPhone 6 and the iPhone 6 plus.


Creative agency credits:

DDB – Chief Creative Officer – Toby Talbot

DDB – Creative Director – Michael Barnfield

DDB – Copy Writer – Owen Bryson

DDB – Art Director – Anna Paine

DDB – Head Of Broadcast – Brenden Johnson

DDB – TV Producer – Rachel Solomon

DDB – Group Business Director – Benjamin Wood

DDB –Business Director – Nick Stenmark

TV Credits:

Production Company – Robbers Dog

Director – Adam Stevens

Producer – Mark Foster

DOP – Danny Ruhlmann

Editor – Tim Parrington @ The Butchery

Colourist – Ben Eagleton

Online – Stu Bedford


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