Optus, which recently sealed a streaming deal with Netflix, today released a series of digital video content pieces that star Ricky Gervais promoting the Netflix partnership.
The content campaign features Ricky 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 while 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.
Karen Phipson, director, active consideration, Optus, said, “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.”
The campaign was created by new content marketing business Emotive working in partnership with M&C Saatchi and Fuel Communications.
Simon Joyce, Founder and CEO of Emotive said, “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