Technology Is Like Magic Come True, Says This Ad From Australia's Telstra

Spot Is Part of Its Repositioning From a Telecom to a Technology Company

By Alexandra Jardine. Published on Jul 18, 2016

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Australian communications firm Telstra compares today's technology to magic in this spot that opens with a quote from science fiction writer and futurist Arthur C. Clark: "Any sufficiently advanced technology is indistinguishable from magic."

The ad, by The Monkeys, goes on to showcase some of these technologies, from virtual reality to video calling, set to a poetic narrration by Australian slam poetry champion Phil Wilcox and a soundtrack by local Aussie act Flight Facilities. The campaign also features Sydney visual artist Jessica Bush, Melbourne illustrator Elise Hurst and The Australian Ballet Artistic Director David McAllister.

The campaign comes as Telstra is undergoing a rebrand that aims to reposition it as a technology company rather than a telecom company. and entertainment. As part of the relaunch, Interbrand has completed a refresh of the Telstra brand identity.

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Jul 18, 2016
The Monkeys
Chief Marketing Officer:
Joe Pollard
Group Executive Media:
Joe Pollard
Executive Director:
Jeremy Nicholas
Retail Marketing:
Jeremy Nicholas
Andy McFarlane
Andy McFarlane
General Manager, Brand Marketing:
Ben Cutler
General Manager, Media and Digital:
Harry Lowes
Senior Brand Manager:
Maria Rizzo
Chief Creative Officer:
Justin Drape
Justin Drape
Chief Executive Officer:
Mark Green
Mark Green
Executive Planning Director:
Fabio Buresti
Fabio Buresti
Managing Director:
Matt Michael
Senior Copywriter:
Dennis Koutoulogenis
Senior Art Director:
Jake Rusznyak
Archana Murugaser
Art Director:
Chloe Banicevic
Group Content Director:
Kat Kelly
Content Director:
Kate Oliver
Head of Production:
Thea Carone
Broadcast Producer:
Jade Rodriguez
Senior Planner:
Chrissy Blackburn
Production Company:
Simon McQuoid
Managing Director:
Michael Ritchie
Executive Producer:
Michael Ritchie
Executive Producer:
Pip Smart
Pip Smart
Ian Iveson
Caroline Barry
Business Director:
Chris Whitnall

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