Telstra Australia launches new national brand campaign ‘More Reliable Than Family’
Telstra’s new national brand campaign for its home internet has rolled out on screens nationally this week with a TVC, developed by The Monkeys, part of Accenture Song, showcasing its reliable home internet.
The TVC depicts an Aussie family in a very real way to demonstrate the reliability of its home internet, juxtaposed against how unreliable big brothers can be, with a good-natured theme of “more reliable than family”.
The story focuses on Jayden, the youngest brother in a family of five. While the rest of the family are enjoying a relaxing afternoon at home deep in their devices, someone’s forgotten to pick Jayden up after AFL training. But like all the best stories, the underdog gets the win in the end.
The campaign, which launched on Sunday, will run nationally until mid-May across free-to-air, pay and catch-up TV. Throughout the campaign period it will run across AFL & NRL games, Married at First Sight, The Project, national news programs and more.
Says Brent Smart, chief marketing officer, Telstra: “We are going for a more emotional approach in a category that’s been about rational stuff like speed and price. We wanted to deliver a relatable campaign that portrays Aussie families as they really are. Or at least how mine is.”
Creative Agency: The Monkeys, part of Accenture Song
Chief Creative Officer: Tara Ford
Executive Creative Director: Barbara Humphries
Creative Directors: Cameron Bell, Sam Dickson
Senior Creatives: Jake Ausburn, Alex Polglase
Business Strategy Director: Ben de Castella
Chief Client Officer: Belinda Drew
Group Business Director: Amanda Porritt
Senior Business Director: Ash Robertson
Head of Production: Penny Brown
Senior Producer: Kaija Wall
Integrated Production Lead: Sarah Miller
Digital Design Lead: Eva Godeny
Creative Services Manager: Mel Meehan
Production Company: Revolver
Director: Steve Rogers
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Alex Kember
Director Of Photography: Germain McMicking
Production Designer/Costume: Margot Wilson
Stills Photography: Hart & Co
Photographer: Cory White