Colenso BBDO: Telco, Skinny, gets the world’s biggest names behind it

New Zealand telco, Skinny, launched in 2012 with this promise, “Skinny’s whole reason for being is to strip everything back, so you only pay for stuff you actually want at super low prices. It’s based on a model called common sense.”

Common sense is brilliant. But the marketing of telcos needs more. Colenso BBDO has given New Zealand telco, Skinny, the world’s most iconic more. Celebrity names. In the agency’s new platform for Skinny, Get The Skinny, Ben Affleck, Julia Roberts, Michael Jordan, Clint Eastwood, Sarah Jessica Parker, Anthony Hopkins, and Michael J. Fox all appear to profess their love for NZ’s most beloved mobile and broadband provider.

Of course, Colenso wouldn’t trudge down a path so well-worn as real celebrity endorsement. Its celebrity campaign has the most wonderful twist.

So even with the comedic brilliance of director, Damien Shatford, the slick acting, polished smiles, and virtuosic ball skills one would expect from a lineup that reads more like a who’s who of Hollywood than the cast of a Kiwi commercial are missing.

True to its low-cost roots, Skinny has been smarter with its money, avoiding multimillion-dollar endorsement deals by finding real kiwis with famous names. Thus, the faces gracing NZ’s TV screens over the next few months will be those of Ben Affleck from Dunedin, Clint Eastwood from Pukekohe, and Sarah Jessica Parker from Warkworth.

“Shooting this campaign was really neat,” stated brand advocate, Michael J. Fox, “What an experience! My friends and family can’t wait to see it.”

Michael Jordan, the programmer from Kelston, noted, “In basketball terms, Skinny is a total Grand Slam!”

https://youtu.be/_i-nn6PXg2k

Colenso’s campaign has also added the magnetic appeal of NZ’s most famous celebrity, Rhys Darby. Just not the comedian. The farmer from Huntly extolls the virtues of switching to Skinny in the billboard and Adshel campaign part of the campaign.

“Our new brand reflects Skinny’s promise perfectly,” commented Skinny brand manager, Ally Young.

“It’s cheeky, clever, and a brilliant way to help us move from a youth brand to one that stands for every New Zealander.”

Colenso creative leads, Beth O’Brien and Thom Darlow, added, “Skinny have been true partners in every sense of the word. They 100% live and breathe keeping prices low and customers happy, and have made the work better at every step in the process. We love them!”