Optus + Gervais promote Netflix partnership in new content via Emotive, M&C Saatchi and Fuel
Optus, which recently sealed a streaming deal with Netflix, the world’s leading internet television network, has today released a series of digital video content pieces via Emotive, M&C Saatchi and Fuel Communications, that star Ricky Gervais promoting the Netflix partnership.
The content campaign features Gervais in full contemptuous mode as he delivers quite possibly the laziest brand lines of all time, in an ironic anti-advert that is designed to entertain and drive social actions whilst delivering the Optus and Netflix message.
The content will be distributed via a digital amplification strategy that includes Optus owned assets, social media, influencers and publisher syndication.
Says Karen Phipson, director, active consideration, Optus: “There is no more appropriate talent in the world than Ricky Gervais to promote our partnership with Netflix. Key to the strategy was to approach this through a lens of entertainment and let Ricky interpret the message in his own style. The result is content that will drive social media conversation whilst delivering our core message of Optus and Netflix, which has become part of Ricky Gervais unique comedy.”
Says Simon Joyce, founder and CEO of Emotive: “Allowing Ricky to take control of the scripts and deliver it with his globally renowned comedy style was a bold move which could only happen with a progressive brand like Optus. We’re all chuffed with the result.
“It was a privilege to work with the team at Optus on the creation of this content campaign. Optus is a forward thinking marketing business that is really embracing its role as a publisher.”
Executive Creative Director, Emotive – Charlie Leahy
Director – Sam Washington
Production Team – HIS
M&C Saatchi – Andy Flemming
Fuel Communications – Trisha Ford
36 Comments
Bastards!
That’s very funny indeed.
2nd one is gold. watched it 2wice and still laughn – nice
Good shit.
Someone had a hair brain idea. And someone else said “Yes”.
The one on the couch is good.
Take note marketers, that’s how use talent. Great stuff.
Love the first one on the couch! Would have been nice if they both had that kind of approach. But I’m sure Optus needed that 2nd one to be the way it was.
That one deserved an all staff email. Well done.
I used to work in advertising and spend a bit of time on CB, I have moved client side and now check in from time to time and spend a lot of time laughing about the nonsense that people decide to PR, the savage beatings offered up by non-posting agencies, the self congratulatory ‘external ad-guy’ wank about how amazing your own campaigns are. It’s rare to see much honesty or true vision on here.
But this, this is bloody brilliant. And it’s got very little to do with the client or the agency (although obviously a good concept, I highly doubt it was overly scripted). A bit of money, a good concept, the right talent and not too much mind fucking and boom! A great ad.
Well done to all involved.
Let the talent guide you. Brilliant
Brilliant stuff. Love the couch ad. Absolute pisser.
M&C doin’ da big stuff!
Sorry. It might appeal to the small clique of inner city advertising gurus, but for the general public this is super DULL!
bastards.
There’s more of them here. Classic Ricky in full Brent mode.
The ‘Skip’ one is great.
https://www.youtube.com/playlist?list=PLnl5HJOCopWBtI_nherj5mpS11nA_Mizo
I liked the couch one. The second one made me ashamed to have conducted that interview with Ricky all those years ago, no matter how sycophantic he was…
Really? I think the target audience will know exactly what this ad is doing – taking the piss.
As someone else above said, this is a great way to use a celeb.
Best use of talent in an australian tv ad since
https://www.youtube.com/watch?v=W0B1l199cRM
Make a certain other campaign look unbelievably crap.
Love the couch.
Regarding comments above about talent, it’s only the way to use talent when you have comic talent that is well known for writing their own genius stuff.
In which case it also seems a bit rich to take all the credit for writing the ad.
But full points for letting it happen at all.
So if this is Optus announcing Netflix, where is Netflix announcing Netflix?
Where’s the work Droga5 did?
Unfortunately M&C (as often is the case) has nothing to do with the idea – unlike the previous campaign. But well done to those involved.
Fuck off with accusations. It’s great work, every agency involved is well pleased.
There’s always a bitter prick somewhere.
Yeah Jonny,couldn’t agree more.We all know M&C only became huge and successful and AdNews Agency of the Year and CB Sydney Creative Agency of the Year and got that beautiful building on Macquarrie street and all by taking credit for other peoples work.
Cheating bastards!!!!!
So who’s idea was it then?
Ricky, it was Ricky’s.
This was one of many choice selects during the shoot.
But the hard work is cutting the best bits and selling work like this in to a variety of clients. And kudos for all involved that they sold it, and kudos to Optus who bought it.
As you might be aware, this is a very, very different approach that a team authoring an ‘idea’ and finding a celeb to read it out.
That’s why the Foxtel ads don’t work.
And this does, because it takes balls to let Ricky be Ricky. Nobody’s ever done it before.
Great work Andy Flemming. This is genius. !
I’m just happy to have been a part of it.
Emotive and Charlie should take a huge round of applause.
Andy
Genius? Really?
Genius would not be using Ricky Gervais who has done commercials for Netflix before.
https://www.youtube.com/watch?v=0SZv2vPdj6g
It’s why they used him you fucking idiot. He’s launched Netflix in the USA and UK.
I prefer Josh Thomas.
Great ads
but it’s far from the first time comic talent has been ‘allowed’ to write their own material in an ad. Will Ferrel does it all the time. John Cleese wrote lots of ads he appeared in.It would be stupid not to let them have a go.
Looks very much like one was scripted and the other (couch) wasn’t. Pretty standard approach.
So STAN have Rebel Wilson. Netflix have Ricky Gervais. And Presto have unbelievably no one. Yet again Foxtel manage to mess up their marketing.
Love it. Well done M&C. Charming
Thanks Andy. Yes this is the second campaign from Emotive. More to come folks and glad most of you liked it.