Not sure what is more ingenious in Special Group NZ’s new campaign for Optus, the hero commercial’s idea or the Hot Wheels track that stars in it. Either way, the fun- (and awe-) filled TVC is likely to attract a huge cohort of fans and its message, It starts with a yes, is unlikely to be ignored or forgotten.
The 60-second TVC is part of a larger program of work developed in partnership with a number of Optus agencies. The first phase of the campaign will run nationally and will feature a range of stories capturing what it means to have a ‘yes’ mindset – using film, out of home, online and print, broadcasters and social platforms across the country. The body of work was produced during the COVID 19 restrictions, demonstrating another level of ingenuity from all involved.
Melissa Hopkins, head of marketing, commented, “The ambition of our new campaign is simple: we want to embody the essence and attitude of what ‘Yes’ represents. As we all know, having the optimism and commitment to say ‘yes’ is the start of new possibilities and real change.
“Since the beginning, optimism has always been the driving force behind what we do on a daily basis at Optus. It all starts with believing in better and then making it happen, which is what we have aimed to achieve with the various campaigns we rolled out during COVID-19 as well as our Donate Your Data initiative; all of which contribute to taking our customers’ experience to new heights.”
Special Group NZ chief executive officer and chief creative officer, Tony Bradbourne, added, “Optus ‘yes’ is one of Australia’s most recognisable brandmarks, second only to the Qantas kangaroo. We wanted to bring a little bit of new meaning to it, by exploring what saying ‘yes’ can lead to.”
Agency: Special Group New Zealand, UM, RE, Yes Agency & Emotive
Production Company: FINCH
Director: Christopher Riggert
Editor: Jack Hutchings
Colourist: Ben Eagleton
Post Online: Blackbird VFX
Sound Design: Rumble