Optus has partnered with independent creative company Emotive on a new campaign that intends to disrupt the telecommunications sector.

The campaign includes three three 30" ads spots to promote three new product propositions: Unlimited Data on Weekends for Prepaid customers, Early Phone Upgrades via Optus Upgrade & Protect, and Home Internet that connects up to 128 devices. It follows the launch of Australia's first-ever commitment-free network trial by Optus.

The campaign will extend into social media, with bespoke creative built for format and channel, in collaboration with TikTok. It will also be complemented by a full suite of OOH, digital and retail communications from Optus' internal Yes Agency, with media support provided by UM.

Head of Consumer Marketing at Optus, Cam Luby, said: "This work is Optus on the front-foot. Following on from our Network Trial launch in July, we're showing customers that Optus offers incredible value and simple experiences that are unique in the category. This is not about promoting products in lieu of brand, it's about using our strong product propositions to drive growth and brand together with a focus on customer needs and wants at the core".

Group Creative Director at Emotive, Darren Wright, said: "We're picking up where we left off with the Optus 'No catch' campaign, with a bunch of products that people will actually like and are genuinely helpful. This campaign sees people in instantly recognisable scenarios and then turns up the entertainment by throwing in a fox puppet, eshay fairy and amped up nana, all beautifully orchestrated by Ariel and the Scoundrel team.".

Managing Partner and Head of Strategy at Emotive, Michael Hogg, said: "With three products that deliver on the brand strategy, the advertising part gets a lot easier. Offers like Unlimited Data on Weekends and Early Phone Upgrades are disruptive, compelling and represent great value, so they're not only sales drivers, they communicate Optus' re-found challenger spirit. We just made them as unmissable as possible.".