Telstra revives the ‘telstrut’ with new campaign from +61 and Bear Meets Eagle On Fire
Telstra’s unofficial marching mascot “Mick” has picked up a whole new crew of companions as the telco rolls out its latest “Wherever We Go” brand campaign, bringing back the signature “telstrut” and the whistling seagull sidekick.
Created by Bear Meets Eagle On Fire in collaboration with Telstra’s in-house agency +61, the campaign features a colourful cast of characters — from a skeleton and a scarecrow to a trio of rats — joining Mick and his feathered friend as they strut their way across Australia.
Launching with a 90-second hero film timed to the start of footy season, the campaign is also supported by a suite of 15-second spots spotlighting standalone duets.
I know Telstra wants to call it the Telstrut, but the truth, as every keen sports fan knows, is this.
The ‘strut’ is a direct homage to WWE’s Vince McMahon, who has used the move since the late 1990s.
Conor McGregor adopted it for his signature UFC entrance walk since 2016.
He calls it the “billionaire strut” – most notably using it around his featherweight title unification fight against José Aldo and 2016 rematch with Nate Diaz – plus public appearances to showcase his confidence and wealth
Many NRL players have been using it for some years.
They’re not copying Telstra – they’re copying McGregor – and they’ve been doing it before the ‘Telstrut’ came into being.
Doesn’t make it wrong or any less of a Telstra property – but nor should we let fiction get in the way of the truth – like Telstra claiming it as their invention.
I love most of the Telstra work, but I just don’t get this at all. What has it do with Telstra? Or selling phones?
It’s a brand ad. It helps you remember the brand.
It speaks to their USP of wider coverage.
Love,love the Telstra Ads. Happy,colourful. Catchy. Great.