iSelect introduces Aussies to the billusionist in newly launched campaign via Fenton Stephens

iSelect has launched a new TV campaign, featuring an enigmatic new brand character, via Melbourne independent Fenton Stephens. Directed by Revolver’s Trevor Clarence, the spots see a reinvigoration of the brand’s roots in humour and entertainment.

The spots open with a familiar scenario for any Australian household. The dreaded opening of an out of control bill. This cues the arrival of iSelect’s new hero ‘The Billusionist’, played by Jason Montgomery. He’s an illusionist, but with bills. His arrival, shrouded in a plume of orange smoke, is as dramatic as his Vegas-inspired outfit. The Billusionist takes the problem bill and compares it with loads of other bills by spinning some of his patented magic, before leaving the family with a much smaller bill.

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Beneath the entertaining bravado of the performance sits a very simply insight. iSelect exist to lower your bills. That’s what they do. And no one does it better. The campaign sees not only a return to the brand’s roots in clear messaging delivered through entertainment, but a reclamation of their orange branding and the ‘Compare. Select. Save.’ tagline.

Drawing on a variety of Australia’s top talent, Post and VFX were handled by Sydney’s Blockhead, original music composition by Otis and Melbourne’s Production Alley looked after sound.

Says Alex Fenton, creative director, Fenton Stephens: “We set out to create a differentiated platform the iSelect brand could build upon. It’s a blindingly simple premise: we take your bills and reduce them. Oh, and there’s this guy who magically appears in your loungeroom.”

Says Warren Hebard, chief marketing officer, iSelect: “Since joining the business six months ago we’ve undertaken a strategic review of the marketing function at iSelect. With a clear focus on significantly improving the ROI from our marketing spend, the launch of this campaign is a very exciting next step in this process and sees a return to iSelect’s original brand positioning and tone of voice.”

The nationwide TV campaign will be heavily supported by radio, digital and social elements, and it’s safe to say that this will not be the last we’ve seen of ‘The Billusionist’.

Client: iSelect

Associate Creative Director / Writer: Jess Wheeler

Senior Art Director: Guillermo Carvajal

Director of Planning: Simon Antonis

Senior Account Manager: Shakira Park-Stewart

Agency Producer: Lisa Ramsey

Production Company: Revolver/Will O’Rourke

Managing Director / Executive Producer: Michael Ritchie

Executive Producer: Pip Smart

Producer: Serena Paull

Director of Photography: Russell Boyd

VFX: BlockHead

Editor: Mark Bennett

Sound: Production Alley

Photography Studio: Hell Studios

Producer: Hollie Willis