Optus unveils new ‘Relentless’ campaign starring Usain Bolt with content series and TV ads
Optus has launched its new campaign to talk about how much work it does on its network starring Usain Bolt in a branded content series and a new TV ad which went to air on Sunday.
The first in The Relentless Series of videos looks at the life of the six-times Olympic gold medallist, featuring scenes of the Jamaican superstar speaking to camera as well as his parents about what drives him.
https://www.youtube.com/watch?v=NRFtAAEipqM
The content push comes six months ahead of the Rio Olympic Games, where Bolt is favoured to defend his titles. Optus is signed on as a sponsor of the Australian Olympic Committee, while the company is also looking to promote its sporting credentials after signing rights deals with Cricket Australia and the English Premier League.
Everyone has a talent, this guy had one. And he cashed it out, big time! 😀
Distinctly similar to Virgin’s use of Usain in UK for their campaign 2 years ago, no?
https://www.youtube.com/watch?v=i1dSvaFqMZ4
As always, “content” just means a license to make a longer, less relevant ad.
This is a typical M&C strategy-by-numbers approach, with only a tenuous semantic link to the brand before blowing the generic message up out of all proportion. Just like clever buoy, it’s gimmicky and try-hard.
@C’mon it is a little familiar, but the one in the UK was actually good..
@Here we go again.. This was done by The Works..
Hardly rocket science, fast person = fast network. The content should be better and the core idea should be better. But it isn’t..
Optus are getting a few runs on the board while Telstra struggle, but nothing to worry the big T yet..
This ad is simply a lie, the Optus ADSL network is the slowest thing I’ve experienced since the dial-up days. The Ultimate Entertainment Bundle they’re touting sounds too good to be true, because it is.
As the telco with the highest number of TIA complaints currently, perhaps Optus should spend more money on fixing its network and the terrible performance and sorting out its shocking customer service, rather than paying Usain Bolt a huge fee to appear in its ads!
Brands don’t realise they compete with Youtube!! It’s not enough to make the lame connection between fast man and “fast” internet. The actual content must be great. This is just the lame. And they’ve got a blanc canvas with the most charismatic personality in sport. How do you screw that up?