Challenger ISP provider Superloop has unveiled a new campaign, urging Australians to reconsider their expensive internet providers. The campaign, crafted by Publicis Groupe agencies Leo Burnett Australia and Zenith Australia, utilises the early 2010's meme 'planking' as a symbol of outdated internet practices.

Research conducted by Leo Burnett Australia revealed that many Australian households are using internet plans with speeds comparable to those used by an average American family 12 years ago. This insight has been used to shape the campaign, which includes a 30-second film showcasing consumers 'planking' in various locations, symbolising their outdated internet speeds and prices.

"Superloop is about delivering exceptional internet speed at outstanding value. However, Australians have been stuck paying high prices for internet speeds of yesteryear. We wanted to take this opportunity to challenge Australians to stand up to their internet providers by making the switch to Superloop – all packaged up in a cheeky and playful approach to get their attention," said Chief Marketing Officer at Superloop, Ben Colman.

The campaign positions Superloop as a network purpose-built for the superfast future of the internet. Directed by Gustav Sundström and produced by Hooves, the campaign will launch in October across key digital channels including OLV, YouTube, Social and Audio, with a second phase launching in the New Year.

"This work is yet another demonstration of the game-changing connected platform we’ve got at Publicis Groupe Australia. Leo Burnett Australia and Zenith Australia’s partnership has been critical in building exceptional and effective solutions for us at Superloop," said Colman.

James Beswick and Rowan Foxcroft, Associate Creative Directors at Leo Burnett Australia, said: "Millions of people are still metaphorically stuck in ancient planking times. Clearly, what those people need is for Superloop to unshackle them from outdated internet and set them free."

The campaign's playful approach aims to capture the attention of Australians and encourage them to reconsider their current internet providers. By highlighting the outdated nature of many current internet plans, Superloop hopes to position itself as a forward-thinking alternative in the market.