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Telstra launched its latest campaign featuring the company’s ability to protect customers from millions of cyber threats and scams daily.
The initiative is the giant telecommunication company’s response to a series of significant data breaches among different Australian companies and organisations, including one that affected Telstra’s main rival, Optus.
The advertising campaign, developed by The Monkeys, a part of Accenture Song, shows a car cruising through a desolate terrain, followed by an expanding security detail of dark helicopters, cars, and motorcycles.
Within the car, a family talks about everyday topics as a teenager sends emojis to pals, in contrast to the dramatic scenario outside.
Gary Freedman directed the campaign, Revolver handled production, and The Editors and Alt VFX handled post-production.
The commercial seeks to be a visual metaphor for the scope of Telstra’s security credentials and its ‘Cleaner Pipes’ project, which sees it block millions of phone, email, and SMS scams every day. The campaign imagines an over-the-top, dramatic security force assisting to protect a family on a road trip.
“As one of Australia’s biggest brands and network providers, Telstra plays a huge role in helping keep their customers safe.” The Monkeys Chief Creative Officer Tara Ford said.
“It can be hard to properly imagine or understand cyber security, so our latest work is a simple metaphor for the scale of security Telstra provides behind the scenes to millions of customers daily.”
The new campaign is the brand’s first piece of work since Chief Marketing Officer Brent Smart joined the telco in September of last year.
“Since joining Telstra, I’ve been blown away by the dedication of our people to help make Telstra the best mobile network in the country and one of the safest,” Smart said.
With Telstra’s comprehensive cyber security campaign and continued investment in data protection solutions, the company is confident that its customers can trust the safety and security of their online experience.
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