Grandad to join BigPond’s famous Patrick and Daniel in new commercial to launch this Sunday

Telstra will launch the seventh episode of the popular BigPond Patrick and Daniel ad series on Sunday – but this time Daniel’s grandad will join their adventures.

The new commercial, created by Belgiovane Williams Mackay, Sydney centres on the theme ‘Don’t let your family grow apart’. This builds on the original campaign which focused on the dangers of your children being left behind in their education.

The commercial highlights that there is a whole section of society thathasn’t fully embraced all the internet has to offer and is missing outon being able to use online services such as email, sharing photos andvideos or social networking on Facebook to stay in touch with lovedones.

Researcher, Roy Morgan, estimates there are 2.9 million households inAustralia without broadband and only 35 per cent of the over 60s arebroadband users, presenting a sizeable target audience for the new ad.

Telstra research indicates grandparents, empty nesters, older’singletons’ and older parents now feel an increasing sense ofisolation, with children or grandchildren moving interstate; changes injobs or retirement; they might be single, and come home to an emptyhouse; and have limited contact with neighbours or other loved ones.

Telstra’s Executive Director, Brands and Marketing Communications,Amanda Johnston-Pell says: “Sharing emails, digital photos and videosvia broadband is something which most of us take for granted in today’ssociety. However, many people, particularly those who are distancedfrom their family, are being excluded from conversations with thepeople they love.

“Our hope is that, through broadband, people can once again become moredeeply involved in the lives of their family and friends. Grandparentsin particular can reconnect with grandchildren who are growing andchanging rapidly,” Ms Johnston-Pell said.

In the new BigPond ad, Grandad, unlike son Patrick, has broadband andembraces the technology that goes with it. We see him enjoying familymoments online, sharing videos and emails.

The commercial also gives an understanding of how the ‘rabbits’ storyreally began, with gentle bending of the truth in fact a time honouredtradition being passed down from generation to generation.

In developing the campaign, Telstra found that contrary to popularbelief, fear is not a great barrier to people embracing the onlineworld. Most want to be part of the digital revolution, but need is ahelping hand to get started. In this campaign there is a strong ‘howto’ component, where step-by-step instructions and simplicity areemphasised. It suggests that if granddad can be part of the greatonline community, anyone can.

The new TV ad will screen on November 29 and will spearhead anextensive multi-media campaign including full-page cover ads inmagazines, online executions and direct mail to existing Telstracustomers.

Agency Team

Account Management: Simon Hadfield, Natasha Marsh & David Schneider

Digital team: Mary Anne Plummer & Geoff Goddard

Production Team

Production Company: Playbig

Post-Production: MRPPP & FSM