Samsung Galaxy S10 & A50 – a smart choice with Optus

Optus has launched four new commercials, reminding Australians that choosing Optus when purchasing the new Samsung Galaxy S10 and upcoming A50 device is a smart choice.

Brought to life by a four times Cannes Gold Lion winning Australian Director Paul Middleditch of PLAZA, the latest TVCs, Choose Smarter, play on situations where people have made a smart choice but then failed to make an even smarter one and as a result have dropped the ball.

Optus Head of Marketing, Melissa Hopkins, said: We are reminding customers that purchasing the Galaxy S10 or A50 from Optus is a smart choice as we have some of the most competitive plans in market which allow consumers to get the most out of our exceptional national network.

Australians are looking for more than just value or more than just network coverage – and we are delivering both.

We are thrilled that one of Australias most renowned directors is bringing these consumer insights to life through this campaign.

Each film is very relatable and touches on a nerve that Im sure many Australians have experienced in one way or another after making a poor decision, Ms Hopkins said.

Optus creative agency, Emotive, developed the creative idea Dont follow a smart choice with a sloppy one. The insight was simple one smart move deserves another.

CEO of Emotive, Simon Joyce, said: The simple, funny construct of smart vs sloppy gave us the perfect vehicle to deliver a strong retail message on the dual benefit of pairing Samsung with Optus.

The TVCs are an extension of the existing Choose Smarter campaign currently in market. At Optus, you can experience the best of Samsung on a great network, with great value.

You can view the 4 x 15 second commercials below:



Wine Tasting


The commercials will be broadcast on Free-to-Air TV (across the Seven Network & Network 10) nationally in both metro and regional areas throughout May.


Creative Agency & Post Production: Emotive

Chief Strategy Officer: Tyler Wilson

Creative Directors: Michael Dawson & Rupert Taylor

Agency Executive Producer: Hayley Ritz-Pelling

Agency Producer: Fiona Patterson

Business Director: Alison Mitchell

Editor: Ben Kucharski

Production Company: PLAZA

Director: Paul Middleditch

EP / Producer: Peter Masterton

DOP: Tim Tregoning

Art Director: Sal Boucher


Director, Acquisition Marketing: Angela Greenwood

Associate Director, Mobile Acquisition: William Dennis

Media Agency: UM

Digital Agency: Amobee & Big Red

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