Optus ad campaign says 'yes' to simplicity

Stuart Corner
Saturday, 10 September 2005 15:22

Your IT - Home IT

Optus has unveiled a new brand and advertising campaign which it says marks "the next evolution of its yes Optus brand...[and] a significant shift in the company's overall brand marketing strategy." Optus describes the new campaign as "an evolution of 'The Power of Yes' campaign first introduced in 2002...[that] reflects Optus' desire to offer its customers simple and hassle-free experiences."

A 60-second TV commercial will debut this Sunday 14 August and will be followed by a cinema campaign later this month. It has been created by M&C Saatchi Sydney and "features for the first time, animals with their own voices - giving them character and personality".

Well-known Australian performers Tammin Sursok, Human Nature, Kate Ceberano, Lee Kernaghan, Tex Perkins, James Morrison (who used to promote Vodafone), and Doug Parkinson recorded 'Give Me The Simple Life', for the ad.

The Optus relaunch follows that by AAPT lin June which also had a theme of simplification: the company is portraying itself as being 'straight up' in all its dealings with customers.