Back in March, alternative sitcom don and serial prankster Ricky Gervais starred in a campaign for Australian telecommunications company Optus, in which he introduced Aussies to Netflix (because believe it or not, they only got it this year!). Now he's back in another brace of spots from content agency Emotive, this time to promote the brand's launch of the new iPhone 6S, which launched last week across the world, and is (according to Mr Gervais) most affordable in Australia under a contract from Optus.
The spots are typically acerbic and self-aware (would you expect anything less from the man who wrote The Office and sent Karl Pilkington half way across the world for his own sordid amusement?), with Gervais simply sitting in a chair, staring at the camera and telling us just how much money he's making for doing even less than last time. The 4th wall breaking concept is hardly fresh ground for advertising of course, and Gervais is something of a polarising figure in many circles, but I like the sincerity, even if it's being milked to sell Apple products. Plus he doesn't actually mention the product himself. Not even once. It's being positioned as an “Anti-ad,” which kind of makes sense.
Ricky Gervais is back in another brace of spots from Emotive for Australian telecommunications company Optus to promote the brand's launch of the iPhone 6S
The campaign will be distributed via TV, OOH, retail and a digital amplification that includes the brand's owned assets, social media, influencers and publisher syndication. This marks something of an upgrade for the campaign, as the Netflix work only aired across digital channels. That spot was a viral hit, earning more than 1.7 million views on YouTube, which made it one of Australia's most watched online ads. It also took home several nominations at the 2015 Cannes Lions Festival, including Australia's only trophy in the Cyber category with a Bronze Lion.
Optus head of brand and communications Corin Dimopoulos, said: “We took a risk releasing the initial Ricky video earlier this year and it paid off. Ricky clearly resonates with consumers who want a more authentic take on traditional advertising and we’re excited to continue to produce engaging and entertaining content Ricky clearly resonates with consumers who want a more authentic take on traditional advertising and we’re excited to continue to produce engaging and entertaining content.”
The campaign will be distributed via TV, OOH, retail and a digital amplification that includes the brand's owned assets, social media, influencers and publisher syndication
Charlie Leahy, ECD at Emotive, added: “Our approach to content creation always starts with the audience. The first Ricky piece released earlier this year delivered over eight million streams with record sharing levels. The audience enjoyed it and wanted more. This follow up once again allows Ricky to take control of the scripts and deliver it with his globally renowned comedy style. It was a privilege to work in a true collaboration with Ricky and the team at Optus on this content campaign.” It's a subtle campaign, which admittedly must have been a bit of a cakewalk for the comedian (which is surely the point), but it speaks volumes for the appeal of agencies allowing the talent to script their own work as it comes across as more genuine and relatable. What are your thoughts? Is it smart, funny, or just plain lazy? Sound off below.
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who still thinks the best work Ricky Gervais ever did was on the 11 O'Clock Show.
