Telstra takes cyber security to the next level in new integrated campaign via The Monkeys
Telstra has launched its latest integrated marketing campaign via The Monkeys – part of Accenture Song, to communicate its commitment to cyber security and how Telstra helps protect Telstra customers from millions of cyber threats every day.
The campaign will include 60” and 30” TVC, outdoor and digital placements.
The campaign imagines a supersized, dramatic security detail helping to protect a family on a road trip as a visual metaphor for the scale of Telstra’s security credentials and its ‘Cleaner Pipes’ initiative which sees it block millions of phone, email and SMS scams every day.
The campaign’s intention is to highlight that, when it comes to protecting what matters, Telstra takes the protection of our customers very seriously.
The campaign will appear in premium positioning and sponsorships of top-rating programmes. Over the coming weeks, it will appear in key news, sport and popular programmes across free to air networks and on-demand viewing.
Says Brent Smart, chief marketing officer, Telstra: “Since joining Telstra, I’ve been blown away by the dedication of our people to help make Telstra the best mobile network in the country and one of the safest. This ad is a celebration of that. Huge thanks to my brilliant Telstra marketing team and our partners at the Monkeys. I’m proud for this to be the first ad under my watch as CMO.”
Says Tara Ford, chief creative officer at The Monkeys: “As one of Australia’s biggest brands and network providers, Telstra plays a huge role to help keep their customers safe. It can be hard to properly imagine or understand cyber security, so our latest work is a simple metaphor for the scale of security Telstra is providing behind the scenes to millions of customers every day.”
Client – Telstra
Chief Marketing Officer: Brent Smart
Head of Brand & Network Marketing: Alita McMenamin
Senior Brand Specialist: Krista Blythe
Senior Brand Specialist: Maria Rizzo
Principle Media Sponsorships, Awards & Experiential: Genelle Sharples
Senior Media Specialist: Robert Aoukar
Creative Agency: The Monkeys – part of Accenture Song
Media Agency: OMD
Production company: Revolver
Director: Gary Freedman
Editorial: The Editors
Post Production: Alt VFX
Sound Design: Abby Sie, MassiveMusic
37 Comments
15’’ idea in a 60’’
Coulda been a 15″.
That did not need to be a 60 and it was SO BORING
Would have been nice to see more interesting security.
Under developed
what’s happening over there
Assuming the scale is meant to signal how seriously Telstra takes security? Big business, big budget, big ad, small idea.
This is VERY good – congratulations all involved. A simple, powerful metaphor that the average person will understand immediately.
Right on cue!
Sorry – but I don’t work at The Monkeys or have anything to do with Telstra. Go meditate for 5 mins – it tends to help me when i’m feeling a bit overwhelmed.
We bore millions of Australian TV viewers every day
This ad could have been a nice addition to their Australia is Why positioning.. wonder why they are already moving away from it?
This is terrible. Surprisingly terrible in fact.
Hurk!
…not sticking with Australia is why?
That was their best work in years
I’d expect more for this combined and agency client combo.
Still can’t work out what the guy in the car says? Help
Simple idea, well executed. Bit of scale. Bit of intrigue. Makes sense. And I’m not from the agency, nor from the production.
Anything that’s not a cringew*nk manifesto is a W I reckon. Telcos in this country are a nightmare to work on…
Clearly you don’t remember Virgin’s work.
Can’t understand what’s being said in the car. Unclear if bikies are the security or the threat. Tone is wild. Zero branding. Moved away from brand platform already. So lost.
I like it. It’s an ad with something to say. Clear message. Fun execution. None of this empty ‘why’ rubbish.
didn’t telstra get hacked the other day?
First of all, she shouldn’t be replying to only fans when her dad is trying to drive.
Secondly, that convoy is setting itself up for the perfect L shaped ambush. They need way more following distance between each vehicle. The lead and the rear vehicle should be able to initiate and immediate counter offensive or escape route. I would also have traded the cool looking motorcycles for air support or another armoured vehicle with a proper long range weapon system.
I’m not even going to get into the flat open terrain.
Just fly the only fans kid to her friend’s house in a black hawk.
Best comment thank you
For writing this. Very very very funny.
A million times.
Honestly thought this was an ad for “how second hand Toyota’s are still secure” when I first watched it…
This is the tactical analysis I came to the comment section for.
I thought this was really fun, cool and simple. Wish I’d done it. Congrats to all involved.
AAMI want their motorbikers back
I think they’re actually in the 3rd vehicle from the front. The holden jackaroo is a decoy.
You’re welcome.
Fun to make, nicely shot, good casting.
Music cheesy.
Visually a little too cliche and 90’s b-grade blockbuster for my personal taste. Could have possibly been better if we really thought the start was a film. A legit and more gritty tone could have worked, like for example the scene in Sicario when they drive the hostage through the Mexican streets with armoured escort. Then completely pull the rug for the family reveal.
I don’t think the idea is super clear even though it’s quite basic. So not sure how well it will work.
Overall, good effort.
Ok Andrew Tate
This is my new favourite comment ever. Incredible.
Honestly, I saw this whilst watching MAFS with the wife and it stood out like dogs balls amongst the sea of manifesto/retail tripe which has become the staple of Australian advertising. I congratulate everyone involved for getting this through with a tough client, and for bringing some fun back to our craft.
Keen to see the results of this campaign. And I hope more clients take note.
WOW! Are those the Northrop Grumman MQ-8C Fire Scout unmanned helicopter of the United States Navy? So cool. My Telstra service must be real secure.
Is this not the most tone deaf ad of recent times? Yes to 10 years ago – but where is Greta when you need her?
Never mind the blatant waste of money at a time when Aussies are doing it tough – obviously the pinch hasn’t hit at Telstra.