Ordering a twenty-four year old single malt is a smart choice. Adding cola isn’t, but it’s funny and it makes Optus’ message, “Don’t follow a smart choice with a sloppy one,” memorable.
There are four equally humorous scenarios in Emotive’s campaign for Optus reminding Australians that choosing Optus when purchasing the new Samsung Galaxy S10 and upcoming A50 device is a smart choice. Each is directed by Plaza’s Paul Middleditch.
Simon Joyce, chief executive officer of Emotive, commented, “The simple, funny construct of smart vs sloppy gave us the perfect vehicle to deliver a strong retail message on the dual benefit of pairing Samsung with Optus.”
Melissa Hopkins, head of marketing, Optus, added, “Australians are looking for more than just value or more than just network coverage – and we are delivering both. We are thrilled that one of Australia’s most renowned directors is bringing these consumer insights to life through this campaign. Each film is very relatable and touches on a nerve that I’m sure many Australians have experienced in one way or another after making a poor decision.”
The TVCs are an extension of Optus’ existing Choose Smarter campaign and will be broadcast on free-to-air TV (across the Seven Network & Network 10) nationally in both metro and regional areas throughout May.
Creative Agency & Post Production: Emotive
Creative Directors: Michael Dawson & Rupert Taylor
Chief Strategy Officer: Tyler Wilson
Executive Producer: Hayley Ritz-Pelling
Producer: Fiona Patterson
Business Director: Alison Mitchell
Editor: Ben Kucharski
Production Company: Plaza
Director: Paul Middleditch
Executive Producer & Producer: Peter Masterton
DOP: Tim Tregoning
Art Director: Sal Boucher
Director, Acquisition Marketing: Angela Greenwood
Associate Director, Mobile Acquisition: William Dennis
Media Agency: UM
Digital Agency: Amobee & Big Red