Australia – Telecommunications company Superloop has launched its latest ad campaign in collaboration with Leo Burnett Australia and Zenith Australia, promoting its high-speed internet by cleverly aligning ad timings with famous sporting record speeds.
The ad campaign, titled ‘Ads at Record Speeds,’ deviates from the traditional 30- and 15-second spots by timing specific messages to the exact hundredth of a second to match famous sporting record speeds.
In conjunction with the world’s biggest sporting event, where speed is a crucial factor, the campaign has drawn inspiration from sport records such as the men’s 100m at 9.58 seconds, the women’s 50m freestyle at 22.93 seconds, and the women’s 200m cycling at 10.15 seconds. It also features a 2-hour and 35-second YouTube skippable ad celebrating the men’s marathon record.
‘Ads at Record Speeds’ is Leo Burnett Australia and Zenith Australia’s first work as an integrated offering for the Superloop brand. The spots, featuring Australian comedians Broden Kelly and Madeleine Stewart, will launch across TV, BVOD, social media, YouTube, and OOH platforms in Australia.
Ben Colman, chief marketing officer at Superloop, said, “Superloop is all about record-breaking internet speed at outstanding value. We’re on the internet, so we’re just joining the conversation at an opportune moment in the calendar. We like to play, so we’re always going to be a bit cheeky when we enter the chat.”
“This work is also another demonstration of the game-changing connected platform we’ve got at Publicis Groupe. It’s speed meets speed, with Leo Burnett and Zenith working together to build exceptional, streamlined solutions,” added Colman.
James Beswick and Rowan Foxcroft, associate creative directors at Leo Burnett Australia, also said, “Seeing as some people in Paris are attempting to do things at record speeds, we thought we’d challenge Broden and Madeleine to talk about Superloop’s incredible speeds at record speeds, too. Unfortunately for Broden, that involved him running a literal marathon whilst doing so.”
