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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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DQ Provides Happy Experiences for Families via Subscription Box Campaign


As the school year comes to a close and millennial families gear up for summer, DQ launched a first-of-its-kind subscription box filled with experiences aimed at IRL family moments. Even the box itself is designed to be part of the fun.

The DQ Box of Happy was rolled out this June and was offered as a limited three-month subscription box service with a different summer-themed activity each month. Starting with “Camp-In”, the box transforms into a non-flammable, family-room-safe campfire that is illuminated by a flame video via smartphone, using tech to heighten the experience instead of competing with it. The box also includes a shadow puppet storybook, flashlight, playing cards, and a “forest floor blanket” where the camp-in can take place. July’s “Water Park” box includes a built-in sprinkler and water-themed soundtrack families can play from their phones, and in August subscribers can “Road Trip” with a box that features a cardboard smartphone camcorder case, encouraging families to record their memories. Each box comes with a $10 DQ gift card.



The concept came from Kansas City-based creative agency Barkley, which drew inspiration for the boxes from their modern consumer knowledge that millennials prefer to use their purchasing power on experiences over material things. “Subscription boxes by nature are just a way to accumulate more stuff,” says Tim McCracken, Creative Director at Barkley, “We wanted to turn the subscription box concept on its head and create a box that offers what families really want this summer: time together.”

“Families create sweet memories whenever they visit a DQ store,” says Maria Hokanson, Executive Vice President of Marketing at American Dairy Queen Corporation (ADQ), “Box of Happy extends this delightful experience outside of our restaurants, bringing families together over campfires, road trips and more—experiences that shape the season just as much as enjoying soft-serve in the sunshine.”

The DQ Box of Happy subscription includes all three boxes for $45 and is currently sold out, but those who missed out will still be able to download an activity from a box each month at DQBoxofHappy.com.

This is the latest campaign under DQ’s newly launched tagline “Happy Tastes Good,” which positions the iconic brand as a destination for happy moments and memories. The new tagline replaces “Fan Food. Not Fast Food,” which has been the brand’s tagline since 2014.

CREDITS:

Dairy Queen
Maria Hokanson - EVP, US Marketing
Whitney McChane - VP, Marketing Communications
Cassie D’Kae - Integrated Communications & Public Relations Manager
Lisa Jesser - Integrated Marketing Manager
Jenell Lammers - Content & Social Media Marketing Manager


Barkley
Tim Galles - Chief Idea Officer
Katy Hornaday - Executive Creative Director
Berk Wasserman - Group Creative Director
Tim McCracken - Creative Director
Justin Smith - Sr. Copywriter
Chris Larberg - Sr. Art Director
Jasmine Henry - Producer
Chris Cardetti - Executive Strategy Director
Molly Griffin - Sr. Strategist
Justin Sutton - VP, Brand Leader
Julia Unverfehrt - Brand Supervisor
Madison Stanze - Assistant Brand Manager
Shelley Schulenberg - Senior Print Production Manager
Bailey Grover - Social Director
Katy Zimmerman - Social Supervisor
Macy Kaufman - Social Specialist

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