For years, cinema ads have asked audiences to switch off their phones out of respect for the people around them. But what about the people who make the films?

Droga5 ANZ’s first film campaign for Optus (since being appointed the brand’s lead creative agency in 2025), introduces a new idea. Directed by Andreas Nilsson from Revolver, the campaign explores the unsung struggles of filmmaking – from method-acting to boom operating – all to encourage moviegoers to put down their phones and give the movie their full attention.

The two spots, Abe and Again, trick the viewer into thinking they’re watching an incredible, high-craft new film. But they soon reveal themselves to be a humorous ode to the effort of those behind the camera, or in Abraham Lincoln’s case, behind the actor.

Accenture Song has supported Optus with media strategy for the campaign, which premiered in movie theatres across the country from 2nd April 2026.

Optus acting chief marketing officer, Lauren Dawber, stated, “We saw an opportunity to make the age-old ‘Turn off your phone’ announcement something more meaningful. As a cinema-loving nation, these films celebrate the effort, dedication and creative community that bring movies to life — inviting audiences to give great films the attention they deserve.”

Droga5 ANZ chief creative officer, Barbara Humphries, added, “Filmmaking is a wonderfully obsessive craft. Chasing the perfect moment can involve countless takes and huge dedication from the people behind the camera. We wanted to celebrate that passion and persistence and remind audiences that the best way to respect it is simply to look up and watch. After all that effort, it’s the least we can do.”

Credits
Client: Optus
Chief Marketing Officer: Lauren Dawber
Senior Manager, Brand: Vaness Burr
Associate Director, Brand: David Hustwit

Creative Agency: Droga5 ANZ, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael

Chief Creative Officer: Barbara Humphries & Damon Stapleton
Principal Director: Kezia Quinn
Creative Directors: Thomas Gledhill & Lennie Galloway
Creatives: Herman Ulberg and James Greig
Head of Strategy: Ben De Castella
Group Business Director: Samar Karim
Senior Business Manager: Indivar Kumar
National Head of Production: Romanca Mundrea
Head of Production: Penny Brown

Senior Producer: Kaija Wall

Production Company: Revolver

Director: Andreas Nilsson
Managing Director & Co-owner: Michael Richie
Executive Producers & Partners: Pip Smart & Caroline Kruck
Director of Photography: Stefan Duscio
Post Production Company: The Editors
Editor: Alexandre de Franceschi
Finish: Soren Dyne
Audio Production & Music Supervision: Sonar Music
Sound Designer: Andy Stewart

Media Agency: Accenture Song Media