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.
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)
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)
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…
I MADE EVERY T-SHIRT
SMARTER THAN I LOOK
BOTTOM OF FOOD CHAIN
On the train…
NOT ANOTHER T-SHIRT AD
UGLY BUT BOY CAN I DANCE
I’VE HAD PLASTIC SURGERY
AAPT TELL IT LIKE IT IS
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.
“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.
Editor was Mike Thorton at Winning Post.
Sound was produced at Sound Reservoir.