Steve Buscemi fronts Telstra’s new network security push

Telstra is tackling Australia’s cybercrime problem with a new campaign starring Steve Buscemi as an intergalactic villain whose elaborate scams are foiled by the telco’s network security.

Created by Bear Meets Eagle On Fire in partnership with +61, the campaign leans into humour to highlight Telstra’s role in blocking millions of cyber threats every day. Buscemi plays an evil emperor from the planet Zalun, repeatedly thwarted in his plans to take over Australia through hi-tech deception.

The multi-format campaign, directed by Randy Krallman, will run across TV, digital, social, cinema and in-store channels.

“This is essentially a product demo - a very entertaining one - that differentiates our network not just on size, but also on safety,” Alita McMenamin, Telstra’s head of brand and marketing communications, said. “Created with the exceptional level of craft we always enjoy from Micah and team.”

Micah Walker, chief creative officer at BMEOF, said: “Sounds weird to say, but making comedy work isn’t always fun. This genuinely was. Massive thanks to Randy, Steve and all the folks who worked so hard to make something so smart, so silly.”

Blake Crosbie, managing director of +61, added: “The security of a network, and all that happens on it, has serious implications, but doubling down on ‘serious’ too easily follows the tropes of the category. Sometimes making light of a topic is the best way to get people to pay attention to it.”

The campaign was produced by Smuggler with media by OMD Australia.