BMF launches amaysim campaign – promises “the biggest shakeup in the telco industry for years”
“Itʼs the biggest shake-up in the telco industry for years,” says Dylan Taylor, executive creative director at BMF, about the launch of Australiaʼs new telco champion, amaysim. “Someone had to clean up the industry: amaysim is doing it.”
Based on a successful European business model, amaysim is a pure SIM-only product offering low rates for voice, SMS and data, with no flagfall Australia-wide, meaning the average Australian mobile user can expect to save up to 50% on their bill.
“A brilliant new product deserves to get noticed. Weʼve created a campaign, which tells the imaginary story of the SIMʼs conception through a magical machine and its creator – the Doc – who guides us through the journey. It looks, feels and sounds refreshingly different for the category,” said Taylor.
The integrated campaign launches with a massive presence across multiple channels – from outdoor to TV, POS to online.
Says Christian Magel, founder and chief marketing officer at amaysim: “When looking for an agency to work with us on the launch, we wanted a partner who genuinely understood our point of difference and could creatively execute a campaign that not only communicated key strategic messages but also the ideas of simplicity, agility and reliability that are fundamental to our business. BMF was able to capture this and execute a campaign that delivers real cut through in a busy marketplace. We look forward to continuing to develop smart and fun campaigns together.”
Creative Agency: BMF Sydney
Executive Creative Director: Dylan Taylor
Director: Nicholas Reynolds
Production Company: 8Comm
EP: Mike Vanderfield
Producer: Helen Hendry
Editor: Danny Tait
DoP: Garry Phillips
Post Production: Post Modern
Music: Silencio
Media Agency: Mediacom
Client: amaysim
49 Comments
amaydimsim
Willy Wanker and the Telco factory.
Whatever.
I hate this. The product sounds good but the TVC shits me. And don’t get me started on the fucking ‘Doc’.
I agree. This spot lets down a good product.
What a pile of shit. Why post it on here?
Can someone explain to me why he;s dressed like John Travolta?
Creepy!
Poorly done. Looks cheap.
Wow. I’m really suprised that BMF admitted to laying this turd.
gonna switch from optus when my contract comes up. it appears to have worked. i suppose its easy to advertise a good product because the spot is not great.
I saw this on tele and didn’t mind it, got my attention, visually pleasing. Different enough. Agree they could have spent more money on the production but the casual observer won’t notice the difference.
Creepy? Had to laugh at that comment!
I prefer the Colnoel KFC spots.
ewwwwww that’s a stinker
@ 1.20pm – when was the last time a post on here wasn’t labeled shit?
no agency credits. I wouldn’t want my name on that either.
Crappiness Factory.
Shame the “idea of simplicity” didn’t start before they came up with the brand name.
I think we all look to BMF for high standards and sophistication – think Dare ‘The Coffee Moment without the Moment’ which still gets a chuckle from me on every viewing – but this falls well short.
And if I could be bothered listening to what Mr Wonka was saying, this probably has a stronger product offering than Dare, which essentially flogs a parity product.
BMF’s work just gets worse by the day.
What’s going on?
@1:20 because this is a blog about advertising and this is an ad.
Why are you on here dead shit.?
I’m with 2:34. BMF used to be the one agency I really admired and wanted to work for. But they seem to have slipped from that pedestal over the last 18 months – not that anyone has taken their throne.
Just received my Telstra bill. After talking to 3 different people in the phillipines
about my bill and getting no sense from anyone, do I really care about the telstra ads…No!!! I’ll defect in a heartbeat to these guys in a heartbeat. Money talks….bullshit walks.
It is called selling out to a holding group, 3:32. And a troubled one, at that. Now the bean counters are truly in control.
Too many chiefs at BMF not enough Indians.
that is just horrible
@ 5:01, I don’t think that was the problem with this commercial.
Oompa Loompa (WTF) – how would you know unless you were a bitter and twisted Indian.
For the record, the ad’s pretty crap.
no creatives put their name on the credits. who can blame them?
You can’t polish a turd with shit on a stick.
It’s clear to me that the pst production agency posted this. right?
Someone’s proud of it
Why is it that tvc’s these days seem to be set in “Advertising land” with no understanding that real human emotion can be tapped into to sell a product or service. It’s very disturbing.
Give me Intralot ‘Luck Factory’ any day.
Cause real life happens everyday 10.52.
BMF has really gone down the drain. Wouldn’t want to put my name on this one.
As average as average gets
It’s not THAT bad.
Should have save a couple of hundred k and just used a VO with a picture of the sim on a graphic listing the benefits. It would do the same job and annoy people less.
Ohmigod.
It is SO BAD. Like a direct marketers wet dream.
Why the fuck would you put it on here?
By the by, that fella in the white suit looks a bit like Lynchy.
You been moonlighting Lynchy? You could at least have been discerning about what ad you cameoed in.
Wearing a white suit in a turd of an ad is brave.
Ok, we all know this blog is a slag-fest and it’s riddled with bitterness and jealousy, but judging by the overwhelming response to this ad, you can’t deny that this ad is in fact shit. Unfortunately, the people behind it are all decent human beings and I’m sure they set out to produce decent work – but it doesn’t always go our way, but that’s cool. We all do shit at some stage – ALL of us. …………So can someone who had an integral role in this kindly explain where they think it went wrong.
where they started to go wrong 6:22 is by replacing one of the most talented young ECD’s in the country with a DM CD.
That is just terrible on every level
That’s a pretty good explanation 8:38
8:38. 12:32, you tits. Wasn’t Nobby originally from a direct background?
Luke Chess? and there’s a few others.
I think the fact that BMF has 6 shortlist nominations including B&T agency of the year kind of shows they’re not going down the drain. But keep slagging them off, it’s kind of funny.
looks like someone from DMF found the remake of ‘charlie and the chocolate factory’ in the bargain bin. in all respect, they somehow did managed to capture that “it rubs the lotion on its skin” creepiness.
I’m guessing they thought that this was a Golden ticket, with an easy ride the olde coat tails of a cinema classic schtick.
I came up with a ‘Willy Wonka’ idea once and thought it was really good…..what the fuck was I thinking??????
Love the visuals! Great job