Optus in Australia is promoting its newly launched streaming deal with Netflix with an integrated advertising campaign starring British comedian Ricky Gervais. Gervais brings his own biting sense of humour to the campaign, sitting on a couch, standing in a studio, promoting himself as much as the new media service. Gervais wrote his own lines for the campaign, giving a dig at the concept of celebrity endorsement while almost willingly taking the money.
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.”
Credits
The Netflix with Ricky Gervais campaign was developed at Emotive, Sydney, by executive creative director Charlie Leahy with M&C Saatchi creative director Andy Flemming and Fuel Communications PR director Trisha Ford.
Filming was shot by director Sam Washington via HSI with editor Colin Sumsion.
