AAPT Tell it like it is with T Shirts
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Loading ...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.
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, Plaza Films.
The advert can be viewed in quicktime at Best Ads on TV (1.8 mb) The campaign continues in print, radio and internet versions as well.
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(4.87 out of 5)
great ads. thanks duncan
I would like to know if I can purchase an AAPT ‘tell it like it is’ t-shirt?
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