First +61 film work for Telstra launches: ‘Pointless’

The second instalment of work, and first TVC, from +61 has dropped for Telstra: 'Pointless,’ a film directed by Finch's Christopher Riggert.

Set in the picturesque countryside, the fourth-wall breaking film depicts a young boy and his father toiling away in the fields against the serene lull of orchestral strings, when –

"Is this a pointless ad?" the young boy asks.  

"Well, if you're not an existing Telstra customer, it is," the father responds. "No one else is getting the best deals this month."

"Only customers get the best deal this month," the ad's closing superimposition reads.

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Telstra CMO, Brent Smart, said to Mediaweek that “this month at Telstra we wanted to give our best deals to our loyal customers.

"So we thought we’d flip the typical acquisition ad that tries to woo non-customers and point out that our ad is actually pretty pointless for them. It leads to a lovely spot that cuts through all the retail noise in the category.”

It's the first film work out of the +61 bespoke agency, which added that “for the month of April, Telstra is giving its best deals to existing customers only. What a great proposition to lean into.”

The first creative work from the joint agency venture built for Telstra launched last week on Monday 8 April 2023: ‘From Space to Your Place.’ 

The OOH work is for Telstra’s satellite home internet, with a significant focus on remote and regional areas that will benefit most from the connectivity solution.

To bring 'From Space to Your Place' to life, +61 partnered with Cream Studios, photographer Nadav Kander, and the acclaimed Australian prosthetic experts at Odd Studio.

“I love how ambitious, yet simple this work is,” said Telstra’s chief marketing officer Brent Smart on the first work, reflecting that the +61 ecosystem was a mere brainchild just months ago.  

"And of course it’s beautifully crafted, like everything Micah and his team does. We are just getting started," he said.

The creative partnership, first announced in October last year, unites independent creative studio Bear Meets Eagle On Fire (BMEOF), led by founder and CCO Micah Walker, with the integrated capabilities of TBWA and Telstra’s existing media agency, TBWA’s Omnicom stablemate, OMD.

See also: First Telstra work from +61, From Space to Your Place, launches

Credits:
Client: Telstra
Agency: +61
Director: Christopher Riggert
MD: Corey Esse
Executive Producer: Nick Simkins
Producer: Cath Anderson
Casting: Byrne Casting
DOP: Ross Giardina
Post Production: The Editors
Sound Design & Music: Rumble Studios