Optus is reminding Australians it won't hold them hostage if they want to walk away from their plans.
Actor Huw Higginson is the star of Optus' latest campaign that promotes its no lock in plans.
The ad, by 72andSunny and UM, shows Higginson, an actor in British TV series The Bill, as he strolls out of prison. It aims to show how easily Optus customers can get out of their plans.
Optus head of marketing Melissa Hopkins said the ad aims to reinforce if customers aren't happy with their mobile coverage and current situation, there are other options.
“It’s also a timely reminder for those who aren’t with Optus today that if they aren’t happy with their provider, they should give Optus a go," she said.
“We believe in the quality of our premium mobile network and if new customers try Optus and if the coverage is not right for them, they can choose to leave."
The campaign will run on TV, in cinema, print and outdoor in selected Australian capital cities and key regional areas.
Director: Steve Rogers
Creative Agency: 72andSunny Sydney
Production company: Revolver
Research Agency: Forward Scout
Media Agency: UM
Design Agency: Yes Agency