Technology Is Like Magic Come True, Says This Ad From Australia's Telstra
Spot Is Part of Its Repositioning From a Telecom to a Technology Company
Editor's Pick
Australian communications firm Telstra compares today's technology to magic in this spot that opens with a quote from science fiction writer and futurist Arthur C. Clark: "Any sufficiently advanced technology is indistinguishable from magic."
The ad, by The Monkeys, goes on to showcase some of these technologies, from virtual reality to video calling, set to a poetic narrration by Australian slam poetry champion Phil Wilcox and a soundtrack by local Aussie act Flight Facilities. The campaign also features Sydney visual artist Jessica Bush, Melbourne illustrator Elise Hurst and The Australian Ballet Artistic Director David McAllister.
The campaign comes as Telstra is undergoing a rebrand that aims to reposition it as a technology company rather than a telecom company. and entertainment. As part of the relaunch, Interbrand has completed a refresh of the Telstra brand identity.
Credits
- Date
- Jul 18, 2016
- Brand:
- Telstra
- Client:
- Telstra
- Agency:
- The Monkeys
- Chief Marketing Officer:
- Joe Pollard
- Group Executive Media:
- Joe Pollard
- Executive Director:
- Jeremy Nicholas
- Retail Marketing:
- Jeremy Nicholas
- Director:
- Andy McFarlane
- Marketing:
- Andy McFarlane
- General Manager, Brand Marketing:
- Ben Cutler
- General Manager, Media and Digital:
- Harry Lowes
- Senior Brand Manager:
- Maria Rizzo
- Chief Creative Officer:
- Justin Drape
- Co-Founder:
- Justin Drape
- Chief Executive Officer:
- Mark Green
- Co-Founder:
- Mark Green
- Executive Planning Director:
- Fabio Buresti
- Partner:
- Fabio Buresti
- Managing Director:
- Matt Michael
- Senior Copywriter:
- Dennis Koutoulogenis
- Senior Art Director:
- Jake Rusznyak
- Copywriter:
- Archana Murugaser
- Art Director:
- Chloe Banicevic
- Group Content Director:
- Kat Kelly
- Content Director:
- Kate Oliver
- Head of Production:
- Thea Carone
- Broadcast Producer:
- Jade Rodriguez
- Senior Planner:
- Chrissy Blackburn
- Production Company:
- Revolver
- Director:
- Simon McQuoid
- Managing Director:
- Michael Ritchie
- Executive Producer:
- Michael Ritchie
- Executive Producer:
- Pip Smart
- Producer:
- Pip Smart
- Producer:
- Ian Iveson
- Producer:
- Caroline Barry
- Business Director:
- Chris Whitnall
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