AAPT Tell it like it is with T Shirts

Here’s an ad I’ve been seeing around for some time but only just found online. It’s a campaign for AAPT, an Australian telephone company set up in 1991 as the first opposition to Telstra. Since 2000 the company has been 100% owned by Telecom NZ. The “Tell it like it is” campaign replaces the quirky campaigns based around effervescent Effie, played by actor Mary Coustas. Whybin TBWA had the challenge of reaching not only the general public but also the corporate sector. This ad, the first in a new era for AAPT, features a city in which everyone wears a blue T-shirt with a candid self assessment on the front. There are three adverts in the TV campaign. What follows is the generic version, as opposed to the public and business versions.

This is an advert T-Shirt


Click on the image below to play the video in YouTube (HD)

Out on the street…

THIS IS AN ADVERT
EXTRA (several through the spot)
COLD
AMBITIOUS
PAINFULLY SHY
PARTY ANIMAL
MY HAIR IS DYED

Coming out of the subway…

I THINK I’M AN ALIEN
I HEAR VOICES
BACK GROUND MUSIC (String Quartet)
JUST EATEN BEANS (in lift)
MAN EATER
CON MAN
GULLIBLE
LOOK AT ME (Red shirt wearer)
BAD IN BED (owner of a sports car)
MISUNDERSTOOD (Couple on park bench)

In the kitchen…

GOING GA GA (mother of preschooler)
GOO GOO (preschooler)

In the board room…

BACK STABBER
FENCE SITTER
BROWN NOSER
I MADE EVERY T-SHIRT
YES MAN
SMARTER THAN I LOOK
PARROT
GOD
BOTTOM OF FOOD CHAIN

On the train…

NOT ANOTHER T-SHIRT AD
UGLY BUT BOY CAN I DANCE
I’VE HAD PLASTIC SURGERY
LOADED
GOLD DIGGER

AAPT TELL IT LIKE IT IS

Voiceover:

It’s a crazy idea but wouldn’t it be great if we were all straight up with each other if we were honest and open and told it like it is. Unlike some Telecos AAPT are trying to make things less complicated. That’s why they offer straight forward solutions on everything from home phones and internet to managing entire business communication systems. Doesn’t that make life simpler? AAPT: Tell it like it is.

Credits

“Tell it like it is”, the TV ad, was created by Whybin TBWA Sydney, by creative director Mick Hunter, copywriter Ros Sinclair, art director Paul Cottrell.

Filming was shot by Paul Middleditch via Plaza Films with producer Peter Masterton and director of photography Tristan Milani.

Editor was Mike Thorton at Winning Post.

Sound was produced at Sound Reservoir.

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Location Australia Australia

4 Responses to AAPT Tell it like it is with T Shirts

  1. Craig says:

    great ads. thanks duncan

  2. I would like to know if I can purchase an AAPT ‘tell it like it is’ t-shirt?

  3. chlo says:

    it would help if u could put some downloads of the ads online to help with my assignment however,good work- can you please email me the clip for the aapt ad? thanx

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