Telstra’s home internet is ‘more reliable than family’ in new spot via The Monkeys

Telstra has launched another new TV campaign, this time touting why its fast home internet speeds are even more reliable than “your family”.

The new campaign, titled ‘Telstra Home Internet. More reliable than family.’ comes a month after the  ‘Secured by Telstra’ spot, the brand’s first major campaign since Brent Smart’s arrival as chief marketing officer.

It focuses on a boy’s family forgetting to pick him up from sports training on a school night, forcing him to walk home in the rain, while the rest of the family are all pre-occupied with streaming and internet content on their own devices.

Smart spoke to Mumbrella this week about continuing to invest in brand in challenging economic times, displayed by Tesltra’s marketing output so far in 2023.

“What the great brands are able to do is they’re able to maintain a premium position in the marketplace, even though we’re at a time when customers are incredibly value-conscious,” he said.

“So I think what the great marketers do is they think about ‘how can I position my brand in a way that I can continue to be priced in a premium way, even though we’re in a highly competitive market?’ That’s the challenge that I think is really interesting and certainly one that we need to be thinking about at Telstra because we are the premium brand in the marketplace.”

Smart said investing in brand has been proven “time-and-time again” in recessionary or economically challenging times when often the knee-jerk reaction is to cut budgets or short-term and tactical with spend.

“But again, it’s been proven that the brands that continue to invest in their brand are the ones that not only hold their position well, when times are tough, but when growth comes back, they grow much faster than the competitors who do cut their budget and don’t invest in brand.”

“So I think now is the time to keep investing in brand and really think about if we build a brand the right way, can we continue to have a bit of premium built-in as opposed to just, let’s cut prices and let’s have a race to the bottom with everyone else, which I think is tempting, but I don’t think is the right strategic move right now.”

“It’s a nice way of talking about reliability and something that most Australians would be familiar with,” CEO of The Monkeys, Mark Green, added. “We’re not all perfect. We have moments where you might forget the time that you’ve got to pick your son up at football training, fighting traffic and everything else is in your way to try and get somewhere on time.”

Green said the work since Smart’s arrival has been “really fun” so far, with the security piece, alongside some work in conjunction with Kayo, each of which stands out and “hopefully do the job of driving the right results for the Telstra brand”.

The campaign launched on Sunday evening.

Catch Smart and Green on this afternoon’s Mumbrellacast. 


Client: Telstra

Creative agency: The Monkeys

Media agency: OMD



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