A singing donkey stars in Telstra’s 2024 Christmas campaign, via Bear Meets Eagle On Fire and +61
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
Telstra’s 2024 Christmas campaign enlists a singing donkey to capture the magic of family during the holiday season, via its bespoke agency +61 and Bear Meets Eagle On Fire.
The platform is the latest addition to the telecommunication company’s ‘Wherever We Go’ platform that launched in late September this year.
Its 90-second film is directed by Steve Rogers, and chronicles the journey of Little Donkey – a donkey living out in the country with his family. But after swallowing his owner’s phone, giving him the ability to ‘sing’, Little Donkey tours the world before realising that home is where he wants to be.
“This is a second chapter for us. Our second big Christmas ad, following on from last years that was a business success and picked up a couple of Effies,” the telco’s chief marketing officer, Brent Smart, explained.
“And more importantly, the second chapter in our Wherever We Go brand platform, reminding us that no matter where we go in life, Christmas is about getting back to those who matter most.”
According to Micah Walker from Bear Meets Eagle On Fire, the decision to avoid Christmas cliches within the campaign was intentional.
“We wanted to tell a Christmas story without falling into the holiday cliches. Hopefully the heart of this rings true and people get a bit of giggle along the way,” he said.
+61’s managing director, Blake Crosbie, added: “It’s a charming story that is so true of Christmas and so naturally adds to our brand idea ‘wherever we go’.”
Communications and media agency, OMD Australia, are also working on the campaign.
As Helen Guard, its managing partner, explained: “We are excited to bring Telstra’s magical Christmas story to life.
“From the big screen to the small screen, the streets to the stores, Little Donkey should be unmissable during this festive season.”
The integrated platform will also be viewable via two trading campaigns running for the Christmas Sale and Black Friday.
Campaign Credits
Creative Agency: Bear Meets Eagle On Fire with +61
Media Agency: OMD Australia
Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Brand and Sponsorship: Alita McMenamin
Head of Creative Excellence: Anna Jackson
Brand Manager: Dene Mackenzie
Senior Marketing Specialist: Stephanie Fredericks
Marketing Specialist: Annabel Hudson
Senior Retail Marketing Specialist: Candice Neels
Retail Marketing Specialist : Tamara Saleh
Media & Marketing Operations Lead: Paula Marreiros
Senior Media Specialist: Robert Aoukar
David Yung: Senior Marketing Specialist
Lucy Surace: Senior Media Specialist
FILM
Production Company: Revolver
Director: Steve Rogers
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner + Producer: Pip Smart
DOP: Nicolas Karakatsanis
Production Designer: Steven Jones-Evans
Costume: Margot Wilson
Casting: Peta Einberg Casting
Editorial: The Editors
Managing Partner/EP: Nicoletta Rousianos
Editor: Jack Hutchings
Post Production: Blockhead VFX
Sound House: Rumble Studios
Lead Sound Designer: Tone Aston
Sound Designers: Renee Park / Daniel William
Music Production / Arranging: Jeremy Richmond
Executive Producer: Michael Gie
Music Supervision: Trailer Media
Music Supervisor: Anton Trailer
OOH
Photography: Derek Henderson
Retouching: Capturelab
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Who’s the actor in this ad?
Best & funniest commercial I have seen for a long time
The Christmas donkey ad is brilliant!
Thanks to the ad agency, it’s a lovely, happy ad. Well done..
Forget the singing Donkey, I want his phone’s battery life!
So the donkey swallows a smartphone, then seems to go back in time to recording live in a studio & played on vinyl?
It’s a very Americanised ad.