Optus encourages Australians to ‘Choose Smarter’ in newly launched TVCs via Emotive


Optus has launched four new commercials via its creative agency Emotive, reminding Australians that choosing Optus when purchasing the new Samsung Galaxy S10 and upcoming A50 device is a smart choice.


Brought to life by a four times Cannes Gold Lion winning Australian director Paul Middleditch of Plaza, the latest TVCs, ‘Choose Smarter’, play on situations where people have made a smart choice but then failed to make an even smarter one and as a result have dropped the ball.

Says Melissa Hopkins, head of marketing, Optus: “We are reminding customers that purchasing the Galaxy S10 or A50 from Optus is a smart choice as we have some of the most competitive plans in market which allow consumers to get the most out of our exceptional national network.

“Australians are looking for more than just value or more than just network coverage – and we are delivering both.

“We are thrilled that one of Australia’s most renowned directors is bringing these consumer insights to life through this campaign.

“Each film is very relatable and touches on a nerve that I’m sure many Australians have experienced in one way or another after making a poor decision.”

Emotive developed the creative idea ‘Don’t follow a smart choice with a sloppy one’. The insight was simple – one smart move deserves another.

Says Simon Joyce, CEO, Emotive: “The simple, funny construct of smart vs sloppy gave us the perfect vehicle to deliver a strong retail message on the dual benefit of pairing Samsung with Optus.”

The TVCs are an extension of the existing ‘Choose Smarter’ campaign currently in market. At Optus, you can experience the best of Samsung on a great network, with great value.

The commercials will be broadcast on Free-to-Air TV (across the Seven Network & Network 10) nationally in both metro and regional areas throughout May.

Creative Agency & Post Production: Emotive
Chief Strategy Officer: Tyler Wilson
Creative Directors: Michael Dawson & Rupert Taylor
Agency Executive Producer: Hayley Ritz-Pelling
Agency Producer: Fiona Patterson
Business Director: Alison Mitchell
Editor: Ben Kucharski

Production Company: Plaza
Director: Paul Middleditch
EP / Producer: Peter Masterton
DOP: Tim Tregoning
Art Director: Sal Boucher

Director, Acquisition Marketing: Angela Greenwood
Associate Director, Mobile Acquisition: William Dennis

Media Agency: UM
Digital Agency: Amobee & Big Red

Optus encourages Australians to ‘Choose Smarter’ in newly launched TVCs via Emotive