Foxtel launches new blockbuster campaign via Clemenger BBDO, Sydney and CHE Proximity
Starring Foxtel, and created by Clemenger BBDO Sydney and CHE Proximity, this epic new blockbuster campaign promotes Foxtel’s drastically reduced price of $25, as well as the gifting of content to customers, with the tagline “It’s Foxtel, but not as you know it”.
The new $25 price ads will begin airing nationwide from Sunday, parodying the world of movie blockbusters to position the dramatic change in price as the first epic chapter of a new story for the brand.
Says Ed Smith, executive director of sales and marketing, Foxtel: “We’re making the biggest changes to Foxtel’s pricing and packaging in 19 years, giving more content to our customers at no extra cost and almost halving the price of our entry package. This campaign helps us convey the scale of these changes in a way only an entertainment brand can.”
Says Paul Nagy, executive creative director, Clemenger BBDO Sydney: “It’s rare that you have news this epic to communicate. So we wanted to do it in a way that no one would miss. And to be twice as sure that they don’t miss it, we added a smoking hot Jen Hawkins and put Bear Grylls in a dead sheep.”
“It’s Foxtel, but not as you know it” features two TV commercials starring Foxtel’s personalities, such as Bear Grylls, Jennifer Hawkins and Gordon Ramsey. And no epic blockbuster is complete without The Movie Voice-Over Guy, so Foxtel went straight to John Garry, Hollywood’s go-to guy who has voiced trailers from The Expendables to Kung-Fu Panda.
The campaign also includes press, digital, radio, outdoor and direct response, and customer promos made by Foxtel Creative to champion the extra content to customers. The campaign will evolve into chapter two, $50 for Sport and Entertainment, in December.
Agency: Clemenger BBDO Sydney
Executive Creative Director: Paul Nagy
Creative Leads: Ben Clare and Brendan Willenberg
Creatives: Tom Russell and Chris Pearce
Executive Planning Director: Al Crawford
Group Account Director: Jasmina Krnjetin
Senior Account Director: Karinne Limberiou
Account Manager: Anna Willis
Producer: Christina Wilmot
Editor: Lucas Vazquez
Senior Sound Engineer: Anthony Tiernan
Agency: CHE Proximity
Creatives: Sam Harris and Tom Wenborn
General Manager: Andrew Drougas
Senior Account Director : Elizabeth Geor
Senior Account Managers: Kate Naylor and Shannon Mason
Account Managers : Matt Jones and Matt Devine
Account Executive : Hanna Scott
Client: Foxtel
Executive Director Sales and Marketing : Ed Smith
Creative Director and Head of Brand & Creative : Travis Conneeley
Director of Content Marketing : Robert Farmer
Director of Acquisition Marketing : Jesse Stephens
Head of Sports Marketing : Pete Jarmain
Sports Marketing Manager : Paul Ibsen
Content Marketing Executive: Roslyn Bruce
Acquisition Marketing Manager : Emma Lambourne
Production Company: 8com
Director: Josh Frizzell
DOP: Russell Boyd
Producer: Annie Schutt
Post house: Alt Sydney
Composer: Bruce Heald (Noise International)
4 Comments
Foxtel really needed two agencies to make this? What did the creatives at the second agency do? Wade though Foxtel footage to edit together? Looks like something a TV station inhouse promo dept put together.
Put a fork in ’em.
That’s a lot of credits for possibly the worst piece of work Foxtel have ever made.
Please, please don’t follow this up with a $25 dinosaur or something else just as ‘epic’
Great job MJ
BBDO Sydney’s credits: 5 creatives, 4 suits.
CHE Proximity’s credits: 2 creatives, 7 suits.
Would love to know what the General Manager needed a credit for.