Optus
Anti Ad Series
Brief
Optus were looking to reposition their brand as a leading entertainment provider. We needed to position Optus as an enabler of entertainment in the Australian market.
Insight
In a world full or marketing artifice, iit would be incredibly refreshing to see a brand be completely honest.
Strategy
Rather than talking about entertainment, the strategy was to be the entertainment.
Idea
Be the entertainment and pay Ricky Gervais to not make ads.
Each episode took the concept to new heights, showcasing a lazier version of Ricky Gervais each execution, with the culmination/climax of the entire anti-ad series becoming the laziest brand ad of all time.
