He must break them: Optus enlists Dolph Lundgren to rip up the rules

15 September 2014

Eighties muscle men are making a comeback. First it was Arnie for Realestate.com.au, now its Dolph Lundgren, Rocky's nemesis from Rocky IV, stepping in to help Optus break the rules as part of its switching campaign. Jean Claude van Damme kicked it all off with Volvo Trucks - surely Sly Stallone is next.

Optus asked customers to tweet in the rules they hate the most, and Dolph tackled them all. That guy just loves breaking the rules. If the rules die, they die. He must break them. They will lose, etc.

Optus has cranked out 26 separate online videos showing Dolph smashing up toilets, licking plates and railing against arbitrary rules that people hate. Like rule 70 - no bikes in the drivethru and rule 103 - no heckling at the ballet.

He wheels around on a bike shrieking: “I'm not a monster I’m a human being!” and lays in to “battler kids” who get the best food because rule 125 means only kids can order from the kids menu.

The rule he hates the most, though, is being locked in to a phone contract with no early escape. Luckily, Optus has an offer to help customers of rival networks “get out and come to a better place”.

The #YesDolph campaign kicked off last week and saw the movie legend appear at the network's Sydney store in Broadway Shopping Centre. Optus is offering rivals' customers $450 to help cover the costs of exiting a Vodafone or Telstra contract early to move to Optus.

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