Friday, 12 October 2018 12:28

Optus releases new advertising directed by Cuba Gooding Jr

US actor Cuba Gooding Jr US actor Cuba Gooding Jr

Optus has launched its new commercial directed by American actor and director Cuba Gooding Jr, which stars Australian actors selected by the Oscar-winning star.

In the commercial, Gooding is seen in the director’s chair instructing the actors to look at an empty podium, “imagine” the newest mobile device available from Optus and show him what it makes them “feel”.

The actors then show Cuba their honest and unscripted reactions while visualising the very latest mobile phone.

Optus head of Marketing Melissa Hopkins said, “Optus is really excited to launch the very latest mobile device accompanied by an innovative and clever commercial which features the amazing Cuba Gooding Jr in the director’s chair and some superb Aussie actors.”

Optus says that in August, Gooding put a call out to Australian actors to audition for an Optus commercial and was inundated with videos from up-and-coming actors wanting to show off their talents.

Thirty people, selected from among everyday Aussies who had submitted videos and some trained actors, were chosen to audition, with the process filmed in reality-television style from beginning to end.

Optus says the actors had no idea the audition would turn out to be the commercial, and thus claims their reactions were genuine, unfiltered and captured in one take.

“At Optus, we like to challenge the status quo and with this commercial we did that. We placed up-and-coming Aussie actors in front of a Hollywood director to capture their genuine reactions in an unscripted and spontaneous reality-television style commercial, which is a really innovative concept for a marketing campaign,” Hopkins said.

“The finished commercial is a combination of CCTV footage and audition tape, because we knew that a phone this good didn’t need a big scripted ad. We love working with Cuba because he always brings spontaneity and creativity to the set, and he absolutely did that in the role of director for this shoot.”

In unrelated news, Optus says it is currently offering double data for a limited time across the majority of its 24-month post-paid mobile plans for new and recontracting customers.

“Optus customers will get a great value offer when they lease the iPhone XS 64GB on the $90 My Plan Flex 24-month plan ($85 access fee, plus $5 monthly handset charge; minimum total cost $2160 over 24 months (damage and cancellation fees may apply) which includes 50GB total monthly data (25GB + 25GB bonus data),” the telco says.

Optus is also offering the iPhone XS Max 64GB for $105 per month on the My Plan Flex leasing plan, with $0 monthly handset charge, and 200GB total monthly data (100GB + 100GB bonus data), at a minimum total cost of $2520 over 24 months (damage and cancellation fees may apply).


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).



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