‘You know why’ Optus iPhone Campaign starring and directed by Cuba Gooding Jr
Emotive launched Optus’ ‘You know why’ iPhone campaign promoting the iPhone XS. The insight and idea behind the commercial was simple. The new iPhone on Optus speaks for itself. It’s a great phone, a great network and you don’t have to see it or really know anything more about it to know why you want it. Emotive put this idea to the test with thirty unscripted Australian actors directed by Optus ambassador and Oscar-winning Cuba Gooding Junior.
Zane Pearson, Creative Director and Director commented, “The iPhone is one of the few products on earth, where random actors could start describing and selling the phone without seeing it… or a script. The ubiquitous love that exists for iPhone means we didn’t need a big ad. In fact, the actor audition did the trick.”
The campaign commenced in August, when Cuba put a call out to Australian actors on Facebook to audition for an Optus commercial.
He was quickly inundated with videos from up-and-coming actors wanting to show off their talents to the budding Hollywood director. Thirty people were chosen to audition, with the process filmed in a reality-television style from beginning to end. The actors had no idea the audition would turn out to be the actual commercial, and so their reactions were genuine, unfiltered and captured in one take.
For 10 hours, Cuba sat in the director’s chair instructing the actors to look at an empty podium and ‘imagine’ the new iPhone on Optus. The actors then showed Cuba their honest, unscripted and, often, unexpected reactions.
In developing and refining the creative for Optus, Emotive leveraged its proprietary Social to Scale process as an integral part of the go-to-market plan:
- Develop, seed and test a long-form 90 second cut in social media
- Drawing upon testing results and social engagement of the :90 second video, Emotive gained invaluable insight into what scenes were resonating and why
- With these learnings in hand, Emotive then developed 3 x 30sec; 3 x 15 sec and 3 x 6 second cuts for ATL scale across TV and Digital Video
30 Second Iteration #1
30 Second Iteration #2
30 Second Iteration #3
15 Second Iteration #1
15 Second Iteration #2
15 Second Iteration #3
6 Second Iteration #1
6 Second Iteration #2
6 Second Iteration #3
Optus: Melissa Hopkins, Michael Sinclair, Franz Siasat
Creative & Production: Emotive
CEO/Strategy Lead – Simon Joyce
Business Directors – Alison Mitchell and Aimee Stewart
Creative Director/Director – Zane Pearson
Senior Creative – Rory Pearson
Additional Creative – Gary Eck
Senior Producer – Alistair Pratten
Director of Photography – Simon Ozolins
Product Photography – Viv Scanu
Art Director – Miles Pitt
Editor – Uthayan Selvaraj
Sound Design and Composition – Chocolate Studios