Telstra's Christmas ad campaign challenges festive clichés with a heartwarming animated ghost story. It's a tale of an unlikely friendship, masterfully crafted to resonate with viewers. But what makes this campaign stand out? Let's dive in.
Developed by Bear Meets Eagle On Fire and +61, and directed by Steve Rogers of Revolver, the animated project, 'Together is for Christmas,' marks Rogers' first foray into this medium, in partnership with Mathematic, an award-winning animation studio.
Micah Walker, CCO of Bear Meets Eagle On Fire, shares that the story of two “ill-fitting souls who find each other when it matters most” embodies genuine Christmas spirit, avoiding the usual tropes. They aimed to tell a different story about togetherness and connection. This is where the campaign's innovative approach truly shines: by steering clear of the typical Christmas clichés, the ad attempts to create a more authentic and relatable message.
The ad builds on Telstra's existing, award-winning 'Together is for Christmas' positioning, emphasizing the importance of 'finding your people.' It aims to capture a sense of connection, reflecting an Australian sensibility without being overly obvious or clichéd. The team's intention was to create something familiar and nostalgic.
Alita McMenamin, Telstra's head of brand communications, agrees that the film centers on connection, “The kind that transcends distance, differences, and even tradition.” The choice of music, 'Tonight, Tonight' by The Smashing Pumpkins, further enhances the ad's appeal, offering a blend of familiarity and surprise.
Bear Meets Eagle On Fire's business lead, Hanne Haugen, notes that the story of connection is especially resonant during Christmas, and is a core value for Telstra. The campaign extends into Telstra's stores with imaginative retail experiences, giveaways, and limited-edition merchandise. The work is a testament to the power of collaboration, with Steve Rogers integrating his film production team with Mathematic's animation team to achieve a unique visual style.
This animated ad follows Telstra's recent trend of diverse, animated creative, including last year's Cannes Film Craft Grand Prix-winning ‘Better on a Better Mobile Network’. Earlier this year, Telstra launched ‘Scammageddon’, a high-concept sci-fi spot starring Steve Buscemi. The company also launched its in-house agency, Roam, featuring an animated mascot ‘Roamy’.
Do you think this animated approach is a refreshing take on Christmas advertising? Share your thoughts in the comments!
