To coincide with the world’s biggest sporting event where speed is a crucial factor, internet provider Superloop is promoting its high-speed network with its ‘Ads at Record Speeds’ campaign, created by Leo Burnett Australia and Zenith Australia, in their first work as an integrated offering for the brand.
Instead of the standard 30- and 15-second spots, the campaign subverts a traditional media approach with specific messages timed to the exact hundredth of a second to match famous sporting record speeds. These include the Men’s 100m, which is 9:58 seconds; the Women’s 50m Freestyle, which is 22:93 seconds; and the Women’s 200m Cycling, which is 10:15 seconds. There will even be a 2-hour and 35-second YouTube skippable ad celebrating the Men’s Marathon Record.
The spots feature Australian comedians Broden Kelly and Madeleine Stewart and will launch across TV/BVOD, Social, YouTube and OOH in Australia.
“Superloop is all about record-breaking internet speed at outstanding value. We’re of the internet so we’re just joining the conversation at an opportune moment in the calendar. We like to play, so we’re always going to be a bit cheeky when we enter the chat,” said Ben Colman, chief marketing officer at Superloop.
“This work is also another demonstration of the game-changing connected platform we’ve got at Publicis Groupe. It’s speed meets speed, with Leo Burnett and Zenith working together to build exceptional streamlined solutions,” added Colman.
James Beswick and Rowan Foxcroft, associate creative directors at Leo Burnett Australia, said, “Seeing as some people in Paris are attempting to do things at record speeds, we thought we’d challenge Broden and Madeleine to talk about Superloop’s incredible speeds at record speeds, too. Unfortunately for Broden that involved him running a literal marathon whilst doing so”.
Campaign Credits:
Leo Burnett
James Beswick – Associate Creative Director
Rowan Foxcroft – Associate Creative Director
Andy Fergusson – Chief Creative Officer
Eryn LeMesurier – Senior Strategy Director
Laura Midalia – Senior Integrated Producer
Michael Demosthenous – National Director of Production
Joe Giufffrida – Edit & Motion Graphic Lead
Daniella Garabedian – Business Director
Elisa Donato – Business Manager
Nicole Denning – Senior Business Director
James Walker Smith – General Manager
Zenith
Ryan Varley – Head of Planning (Sydney)
Ewan Mitchell- Client Partner
Emily Robinson – Account Director
Nicola Carnevale – Account Manager
Lewis Hughes – Digital Director
Nicole Parish- Snr Digital Manager
Brendan Van Ryn – Group Investment Director
Superloop
Ben Coleman – Chief Marketing Officer
Justin Payne – Head of Marketing Growth
Nick Hack – Group Creative Director
Ellie Langer – Head of Brand & Comms
FJORD
Directors: Jordana Johnson & Charlie Ford
Haven’t You Done Well Productions
Darren McFarlane – Senior Producer
Tom Rickard – Head of Commercial
Tony Luu – DOP
Cloe Jouin – Production Designer
Natalie Burley – Wardrobe & HMU
Charlie Ford and Jim Cruse – Offline Editors
CJ Dobson – Colourist
Jon Holmes – Online Editor
Rodney Lowe – Production Alley – Sound Production
To Kill A Dead Man – Composer
