Telstra: ‘We believe that Australia is a clever country’

Telstra has launched a press campaign to celebrate the ingenuity of Australians.

The ad references the comments of Professor Donald Horne, who 48 years ago described Australia as ‘the lucky country’. “He didn’t mean it as a compliment,” the ad reads.

The campaign includes a video running on Telstra’s enterprise business website.

Christian Tuerk, marketing director at Telstra, said in a statement: “We believe that Australia is a clever country, and that we have a lot of achievements to be proud of. Almost 50 years ago, Donald Horne provoked us, by claiming that “Australia is a lucky country, run by second-rate people who share its luck”.

“We believe that we’ve come a long way since then, and that – while we’re still maximising our luck in terms of resources and natural beauty – we have cultivated a history of innovation that’s set to continue. We believe that if Donald was around today, he’d be proud of the country of clever Australians we have become.”

The agency behind the campaign was The Monkeys.



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