The ad, created by DDB Sydney, features Men At Work’s Colin Hay and a cast of Ozzies in London. An unbranded version of the ad was played to the whole Olympic team just after Australia’s flag bearer was announced. This immediately shows that it is hitting the right note with real people.
I like it for its honest simplicity and emotional effectiveness, versus other efforts to convince us of Ozzie roots / provenance or general “Ozzieness”. This spot seems to strike the right “C’mon Ozzie” chord with the locals versus metaphorical skyward gazing from Qantas or too much deep and meaningful from CommBank with Toni Collette.
A few people have referenced this ad in preference to the Qantas effort and I can understand why. Both use music to bring you the brand, but Telstra hit a better note with the locals.
And we might even assume that it is relevant as these Ozzies will all be phoning home!?
A good tune with the right emotional pull can make even a modest ad, with few rational reasons to believe, a memorable and magical effort. At the end of the day and as Hegarty once said:
“If you can’t say it, sing it…”
- Colin Hay to re-release Down Under (bigpondnews.com)