Optus unveils new 5G Network campaign via Bear Meets Eagle ~ shot by director Andreas Nilsson
Today, Optus has unveiled its 5G Network campaign, collaborating with creative studio Bear Meets Eagle on Fire and famed Swedish director Andreas Nilsson of Revolver/Will O’Rourke.
There is a lot of confusion about 5G and what it means today, with much of the conversation focused on the intangible future – holograms and autonomous flying taxis. This presented an opportunity for Optus to be the antidote to the inconceivable, instead choosing to explain to Aussies how 5G works.
Says Melissa Hopkins, head of marketing, Optus: “People don’t want something they don’t understand.
“This is just the start of an ongoing conversation that we will continue to have with Australians as Optus 5G continues to roll out.”
The simple structure of the executions use character groups of five people that begin with the letter “G” – 5Geniuses, 5Grannies, 5Guiarists and 5Game Characters (coming soon), each explaining a different aspect of the new technology in a playful way.
Says Micah Walker, co-founder, BMEOF: “We’re pretty proud of this as our first campaign. It’s fun work on a relatively tricky brief.”
Says Hopkins: “To build on the focus of 5G in the creative construct Optus has made as simple a gesture for launch changing their logo, from OPTUS to OPTU5G for the duration of the campaign.”
Client: Optus
Creative Studio: Bear Meets Eagle on Fire
Production Company: Revolver/Will O’Rourke
Director: Andreas Nilsson
Managing Director/ EP: Michael Ritchie
Executive Producer: Pip Smart
Producer: Caroline Kruck
DOP: Stefan Duscio
Production Designer: Michael Iacono
Editor: Peter Sciberras
Edit House: ARC EDIT
Editorial EP: Joseph Perkins
Editorial Producer: Olivia Carolan
Visual Effects and Animation: Alt.vfx
Post Supervisor: Jay Hawkins
Post Producer: Tyrone Estephan
Colour: Ben Eagleton
Sound & Music: Rumble Studios
Photographer: Julian Wolkenstein
Production: Photoplay Photography
Executive Producer: Alison Lydiard
Producer: Ross Colebatch
Retouching: Cream Electric Art
46 Comments
So different, well done all.
YES!!!
Great scripts
Great Direction
Great Creative
Taronga Teddy, Sexy Ian, a bear, an eagle and a senior citizen on a mobility scooter.
I’m aroused.
That’s some good advertising right there.
Really nice work for a big client. Hat tip.
Another week, another bad set of gags from our industry……5Geniuses.
Ahhhhhhh. So good.
And another opportunity to bitch like a coward.
If you can’t get behind original work like this then just piss of mate.
‘off’ not ‘of’.
Leave the big person words to the big people mate. Off you go.
Good to see the small guys taking on the big networks.
There’s hope for us all.
Jesus – what the hell is going on… if your average man on the street can work out that everything these ads starts with a G and there are 5 of them…and this is the antidote to the inconceivable – well ho..ho..ho..
Lovely campaign. Grannies is a beauty.
Nicely done. Respect for simple, well executed work on a complex brief.
It’s not terrible, but it’s not amazing.
Surprised they got Andreas Nilsson over here for some dad jokes.
Great to see some stand-out work get up. It’s not easy these days. Simple, smart and memorable.
Good work fellas. High 5’s. :/
You guys – and it’s obvious you are all guys – can’t seriously think this is great, fresh, creative work? Lame, cliched stereotypes and really doesn’t hel[ anyone understand 5G at all.
incomprehensible, sorry
So sick of ‘weirdvertising’.
It’s not funny or amusing – it’s unemotional and lazy work. Not to mention expensive and ineffective…
Awesome ads made by awesome people. And Ian.
“There is a lot of confusion about 5G and what it means today, with much of the conversation focused on the intangible future – holograms and autonomous flying taxis. This presented an opportunity for Optus to be the antidote to the inconceivable, instead choosing to explain to Aussies how 5G works.”
And yet I (and I imagine most everyday punters) remain as in the dark on 5G as Wil Anderson was on Gruen the other week…
5Grannies is a cracker and a very clear metaphor on delivering 5G expectations to the everyday viewer.
This is some of the most original work on here for a long time, Let’s get behind good creative.
It helps us all in the long run.
Look at Nilsson’s reel and these “dad jokes” are right up his alley.
Look up Two Chainz Expensify Superbowl ad by John x Hannes and this makes sense (slower tempo, albeit).
Look up your own arse hole, and discover the real you waving back.
I wanna like it more but can’t help thinking it is high on creative and low on strategy. Coulda been any brand for mine. But E for Effort.
The only one on point was the grannies execution. Geniuses one is just confusing and plug and play assumes the entire population understands what this term means. Far from it.
A pass mark for the grannies. Could have found benefits for the others that are clearly understood takeaways. Or just focused on speed. That’s what I was hoping too see after the grannies spot. Is there a need for any further benefits no one cares about??
Using weird, slow things to sell complicated, fast technology is idiotic.
I don’t get it
I was prepared to slag them off until I watched them.
Good stuff. Simple, campaignable, understandable, fun.
Exactly what 5G (and Optus) needs.
Fucking awesome. Grannies got me lolling out loud.
Cos I’m not an idiot
Let’s take the piss out of old people. Yuk.
They’re talking the piss out of rock musicians too.
Cliche addy stereotypes in the other 2. Only the granny’s works.
I like it
Impeccably crafted convoluted thinking.
Comcast used metaphors much more clearly to explain the benefits of new technology to the masses. I respect the attempt here, but when you compare Optus to Comcast, it’s easy to see why theirs is so superior: https://youtu.be/h16qMJ_LCyg
Good stuff
Interesting, memorable and well crafted. Feels like a long time since I could say that about working getting made here.
Well done.
You couldn’t get two more different approaches to employing metaphors to convey speed. One is very predictable, the other uses Grannies.
Top, top work. If there’s a better 5G campaign out there in the world, I haven’t seen it.
(Cue trolls posting YouTube links below….)
At last a decent Optus Ad ( or 3 ) better than the trash they’ve served up recently…
What’s really funny about these ads is:
1. it doesn’t take a genius to direct them.
2. this is the first time I’ve seen a director listed in the headlines of a campaign on here. (says something)
3. the director would have been paid a lot, a real lot, to tear him away from the plethora of multi million dollar scripts he gets overseas. Not to mention matching his fee in the US and Europe.
4. this is the director at 1/100 of his ability. Basically a holiday to quaint little backwards Australia for him.
5. and yes they are still better than the last string of optus ads.
Final critque, I like the simplicity but mostly great art direction goes a long way when you have no real idea.
Well done to all involved. I love em.
these are the worst