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By Danielle Long, Acting APAC Editor

February 13, 2023 | 3 min read

Telstra, Australia’s largest telecommunication company, is promoting its cyber security strengths and its ability to protect customers from threats and scams in a new campaign.

The timely integrated campaign comes hot on the heels of a number of major data breaches in Australia, including a significant breach for Telstra’s main rival telco Optus.

The campaign, created by The Monkeys – part of Accenture Song, features a car driving through a sparse landscape accompanied by a growing security detail of black helicopters, vehicles and motorcycles.

In juxtaposition to the dramatic scene around it, Within the car and oblivious to the dramatic scene surrounding them, a family chat away about mundane life issues, while a teenager sends emojis to friends.

The ad aims to serve as a powerful metaphor for the strength of Telstra’s cyber security and the company’s commitment to protecting its customers' data.

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Tara Ford, chief creative officer at The Monkeys, said “As one of Australia’s biggest brands and network providers, Telstra plays a huge role to help keep their customers safe. It can be hard to properly imagine or understand cyber security, so our latest work is a simple metaphor for the scale of security Telstra is providing behind the scenes to millions of customers every day.”

The campaign is the first work from the brand since the arrival of new chief marketing officer Brent Smart, who joined the telco in September last year.

Smart said: “Since joining Telstra, I’ve been blown away by the dedication of our people to help make Telstra the best mobile network in the country and one of the safest. This ad is a celebration of that. I’m proud for this to be the first ad under my watch as CMO.”

The campaign was directed by Gary Freedman, with production by Revolver and post-production by Alt VFX and The Editors.

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