Working class man becomes a violinist in latest Optus ad

Optus has released a new campaign for its ‘It Starts With Yes’ brand platform via Special NZ.

The campaign features a violinist played by Eric Avery.

The 90-second spot shows a “working class man”, featuring the song of the same name by Jimmy Barnes, sing his musical talents to go from a construction working to playing in a prestigious orchestra.

Optus VP of marketing Mel Hopkins commented: “With this campaign, we are excited to announce our partnership with proud Ngiyampaa, Yuin, Bandjalang and Gumbangirr artist, Eric Avery, who brought the concept to life through the power of music. We look forward to working with Eric throughout 2022 and beyond.

“We’re on a mission to become Australia’s most loved everyday brand, making work that we believe is truly reflective of Australia and our broader community. Storytelling is critical to that, and we are proud to bring another dimension of storytelling.”

Special ECD, Lisa Fedyszyn said: “Many Australians are currently re-evaluating their goals and making major life changes. And this latest instalment of ‘It Starts with Yes’ reflects that sentiment and aims to inspire more Australians to say YES to positive and ambitious change. We’re thrilled with the outcome and this beautiful modern interpretation of an Australian classic we all grew up with.”

The film launched on Sunday 20 February 2021, and is on television, social content, and out-of-home (OOH) nationally in both metro and regional areas throughout March.

Avery will also be performing at the Optus Arena tent at the Annual Sydney Gay & Lesbian Mari Gras festival event Fair Day. Optus is a sponsor of the Sydney Gay and Lesbian Mardi Gras.



Agency – Special NZ

Production Company – Revolver

Director – Justin Kurzel

Sound / Music: Rumble Studios

Level Two

Casting: Citizen Jane

Post-Production: The Editors

Post-Production: Blockhead VFX

Photography: The Kitchen Creative Group

Retouching: Cream Electric Art


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