When you begin a campaign with a commercial that has everything going for it – kids’ ingenuity, a mega-Hot Wheels track, an awe-inspiring action seen and a touch of kid-kindness – where do you go next? Special Group New Zealand and Optus found the solution to that problem.
The next instalment of It starts with yes has a post-lockdown tummy bulge (who doesn’t relate to that?), running (and running and running) in a chicken suit, a daughter coach – and, ultimately, a mates’ bet.
Both stories do two jobs brilliantly. That’s the real trick. They’re fun to watch (and because they’re TVCs that means watching them over and over) and their message that “the greatest moments in life come from having the commitment, positivity and optimism to say ‘yes’”, shines through.
Melissa Hopkins, Optus head of marketing, commented, “Optimism is something many of us are drawing on at the moment, which is why we are thrilled to be continuing the momentum with this campaign. Sharing stories that demonstrate an optimistic mindset is not just about believing things will be great but having the courage and commitment to say ‘yes’ you can make great things happen.
“Most people’s immediate instinct is to say no to things that seem difficult. Through this campaign, we want to celebrate how we as a country, and Optus as a company is geared towards this mindset. Demonstrating how a really small idea can build into something bigger over time, bringing with it a sense of achievement and pride.”
“Great to have the next example of It starts with yes out there in the world. This one was a lot of fun and shows that saying yes can lead to unexpected outcomes,” stated Special Group chief executive officer and chief creative officer, Tony Bradbourne.
“This platform is just getting started. We believe the second in the series really starts to demonstrates the potential of It starts with yes. It can be a long and prosperous idea for Optus,” added Special Group head of strategy, Rory Gallery.
Agency: Special Group New Zealand
Chief Executive Officer & Chief Creative Officer: Tony Bradbourne
Group Creative Director: Matt Simpkins
Executive Creative Directors: Lisa Fedyszyn & Jonathan McMahon
Creative Directors: Steve McCabe & Kim Fraser
Producers: Sally Lankshear & Emma Cutfield
Managing Partner: Michael Redwood
Head of Strategy: Rory Gallery
Strategy Director: Ed Gunn
Group Business Director: Hugo Parcell
Business Director: Nick O’Donnell
Business Manager: Hannah Ross
Production Company: FINCH
Director: Christopher Riggert
Producer: Claire Thompson
Executive Producer: Loren Bradley
Editor: Jack Hutchings
DOP: Jeremy Rouse
Colourist: Ben Eagleton
Post Online: Black Bird VFX
Sound Design: Rumble
Casting: Stevie Ray CGA
Media Agency: UM Sydney
Digital Media Agency: Amobee
Brand Strategy & Design Agency: Re