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.
“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?’
How about just having a great product people rave about, you know, great internet speed, never down time, stuff like that. stuff people care about not just management fluff.
This ad is so confusing. The two brothers look the same age. Everybody in the house looks miserable. Why is the dad watching a kokada trail documentary one time and an exercise video the next? The family is so disconnected from each other by the one thing you’re selling? You could also add any product at the end as it’s not intrinsically obvious it’s an ad for a tele communication company.
On the surface it makes for a good, entertaining story but for a telecommunications provider, it doesn’t say much about their phone services. Wouldn’t the kid call to see where the lift was, or the collector call to see where the kid ended up? It would be a gap in the story for any product using this story but more so for a company who is primarily a phone company.
Not specific to this campaign, but the problem with so many ads in Australia these days is that concepts don’t seem to be thoroughly reality checked. Someone comes up with a story, but does anyone have the guts to say “that just wouldn’t happen, let’s think of something else?”. Of course they’d call the parents (unless the coverage is bad). Seinfeld in the 1990s was full of people “just missing” each other, but would make no sense today.
Maybe that’s why you see ads with older people driving the cars that the creatives’ parents or grandparents used to drive in the 1980s or 1990s, rather than the BMW or X-Trail a lot of retired people drive today.
Not a fan! Usually great ads but latest anything but family friendly… no one speaking, parents forgetting kids and having to walk home after dark!
The irony. Not the greatest message conveyed here – the kid gets home and what does he find? Was there an emergency? Nope. Had the car broken down? Nup. Every member of his family was using Telstra as part of a cultish, singular addiction to the online world. Yeah baby – family is nothing compared to internet providers…
Agree with the other comments. Also a strange choice to have audible worded commentary from the purported (code nonspecific) footy game when the commentary doesn’t link to the message of the ad at all. And to this ear the commentary sounds completely unrealistic and irritating when heard in high rotation on Foxtel ad breaks: in my life I have never heard anyone say *brave* camel’s back when using the phrase “straw that broke the camel’s back”. At least they don’t end “internet that works like Australia” or similar.