Telstra warms up for Olympics run

By By David Blight | 20 July 2012

Telstra is set to roll out an Olympics television push next week led by Men At Work frontman Colin Hay singing a re-imagined version of iconic Aussie song 'Down Under'.

The ad, whichbwas created in partnership with DDB Sydney, encourages people to send a Telstra 'Hero Message' of support to teams and athletes.

Telstra chief marketing officer Mark Buckman said: “The campaign has been designed to ignite patriotism among Australians and encourage them to support our athletes in London by sending a Telstra HeroMessage.”

DDB executive creative director Dylan Harrison said: “ Down Under has always been synonymous with our strong sense of sporting patriotism and the sentiment we feel toward our sporting heroes.

“It strikes a real chord with Australians no matter where they are in the world and we had an overwhelming response from Aussies everywhere wanting to belt out the tune.”

The campaign will first air on Monday 23 July with 15 second executions, which will build to a 60-second spot that launches on Saturday 28 July during the Opening Ceremony.

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