Whether you love or hate the new Telstra work, the lesson for the industry is to not be stubborn or ignorant
There have been two main contradicting schools of thought on Telstra’s brand platform since its launch – that it demonstrated the power of creativity but that it broke the ‘laws of advertising’. So which one is right? Ryan O’Connell, jnr. co-founder and chief strategy officer, explores.
When Telstra launched their new brand platform ‘Wherever We Go’ during the AFL Grand Final, it was quite big news within the marketing industry. The campaign received a lot of coverage, and was largely received very well, getting lots of praise in the trade press and LinkedIn.
However, it was interesting to note that when commentators could be slightly more anonymous – either via the comment sections of certain websites, or in emails, WhatsApp or text messages, or chatting at a pub/café – the campaign was a little more polarising.
Of course, a survey of one – or ‘mesearch’, as a good friend of mine once dubbed it – is hardly a fair representation of the total discourse surrounding the campaign. Yet, be that as it may, my interactions with marketing folk were certainly dominated by Telstra chat for a whole week, and there were two clear schools of thought on the new campaign.
commenting anonymously – the irony.
I actually ‘like’ the campaign and think it will win awards as I suspect it was designed to do (whether its effective with the market or not). However Brent Smart is a well manicured brand of his own – he could do a poo in the street and people would laud it cause just because he did it.
What a wonderfully change from ordinary TV advertising .EG Harvey Norman increased loud volume and repetitive very basic mind set advertising .
Congratulations Telstra.
You have shown tremendous forethought is giving us the public enjoyable and clever advertising to enjoy in our home .
Well done Telstra and please continue this mode of advertising for Australia and yes Telstras name stands out significantly in the commercials. Again Congratulations.
There are 3 networks in Australia: Telstra, Optus and Vodafone.
Do they even need to advertise?
Its terrible.
Man, that’s a lot of words to say everyone (and nobody) is right (and wrong).
Stoner dude and his mate keep on trucking thru a retro gamer pythonesque landscape while whistling Islands in the Stream.
As long as it works, why not.
Progression from the claymation animals, possibly.
Metaphor for your life is now lived in TheCloud, so your head might as well be there, too, definitely.
Roughly 10 Years ago, Telstra moved from blue and orange into a period of animation and design as their main creative platform. The idea was to deliver a single minded message through a multitude of visual styles – own all the styles and maybe you get to own the idea of creative expression. Well, that was the goal at least.
Unfortunately, the creative succumbed to price points and mobile inclusions as the leading message, which got pretty old, pretty fast.
Looks like this mob have deftly avoided those pitfalls and done a far better job of delivering on the original goal – For what it’s worth, It’s really strong IMO. Great job, team!