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Australia’s Optus and Cuba Gooding Jr. Team up for iPhone Xs Commercial



Optus has launched a new ad for the new iPhone Xs which is playfully directed by Oscar-winning actor and director Cuba Gooding Jr.

Following last year's Optus iPhone 8 campaign featuring Cuba Gooding Jr., the Australian telecom company has launched its hugely anticipated new commercial directed by Cuba Gooding Jr, which stars Aussie actors selected by the Oscar-winning actor.

In the commercial, Cuba is seen in the director’s chair instructing the actors to look at an empty podium, “imagine” the newest mobile device available from Optus and show him what it makes them “feel”. The actors then show Cuba their honest and unscripted reactions while visualising the very latest mobile phone.

Optus Head of Marketing Melissa Hopkins said, “Optus is really excited to launch the very latest mobile device accompanied by an innovative and clever commercial which features the amazing Cuba Gooding Jr in the Director’s chair and some superb Aussie actors.”

In August, Cuba put a call out to Australian actors to audition for an Optus commercial and was inundated with videos from up-and-coming actors wanting to show off their talents to the budding Hollywood director.

Thirty people, selected from everyday Aussies who had submitted videos and some trained actors, 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 commercial, and so their reactions were genuine, unfiltered and captured in one take.

“At Optus, we like to challenge the status quo and with this commercial we did that. We placed up-and-coming Aussie actors in front of a Hollywood director to capture their genuine reactions in an unscripted and spontaneous reality-television style commercial, which is a really innovative concept for a marketing campaign,” Mrs Hopkins said.

“The finished commercial is a combination of CCTV footage and audition tape, because we knew that a phone this good didn’t need a big scripted ad. We love working with Cuba because he always brings spontaneity and creativity to the set, and he absolutely did that in the role of director for this shoot.”

The campaign was created by Emotive, one of Optus’ creative partners.



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In its first-ever advertising, breaking this summer, The National Golf Foundation, aims to bring new golfers to the game. The campaign, titled “Welcome2Golf,” includes two TV :30s, three print full pages, and new microsite welcome2golf.com . It is advertising agency TDA_Boulder’s first work for the new client.

The campaign is not about the golf you think you know. Instead, it mocks the game’s stereotypes (argyle sweaters, “better-playing” men) and highlights some of its less known guilty pleasures (think intoxicants). And the target audience is not who you might think of as likely golfers. Individual ads are addressed to day drinkers, rec-league athletes, stoners, and women.



TV media includes Comcast, Hulu and Digilant, targeted via Mosaic, 3rd party data and geofencing (Propellant Media). Print includes regional lifestyle monthlies and alternative magazines. Client research shows 47 million non-golfers in the U.S. who have at least some interest in playing.

The National Golf Foundation, Jupiter, Fla., founded 1936, is the only trade organization that works with every sector within the golf industry to foster the game and the business of golf.

TDA_Boulder, in Boulder, Colo., is an independent advertising agency with other clients including FirstBank, Daiya Foods, Post Brewing, Copper Mountain, Justin’s Nut Butter, Ascent Protein, and Patagonia.

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CREDITS
AGENCY: TDA_Boulder
ECD/CW: Jonathan Schoenberg
CD/AD: Alex Rice
CD/CW: Jeremy Seibold
AD: Ande Eich
CW: Zola Owsley
Designer: Zach Minard
Account Director: Abby Schroder
Account Executive: Layne Lafrati

Production Co./Post: Wild Manor, Boulder, Colo.
Dir./DP: Sean Waldron
Exec Producer: Lennon Barnica
Producer: Kate Swenson
Editor: Matt Mooney
Colorist: Jonnie Sirotek

Sound: Coupe Studios, Boulder, Colo.

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