Twerking dads and out-of-control teens feature in Foxtel's campaign to launch its Presto streaming service, created by BWM and directed by US comedy duo The Real McCoys. The 'Presto-mania' campaign focuses on the "mischief that both kids and adults get into when they're not entertained" and explores the modern family dilemma of finding entertainment in the digital age.
Jacqui Feeney, director of Presto and Foxtel On-Demand, said: "BWM got Presto’s rich personality around movies right from the start and understood that it is for the average Australian who is curious about the next generation of entertainment. Presto is a simple, easy to use streaming movies service that nicely complements other family entertainment options.
“It’s targeted at people who aren’t considering the full Foxtel experience. With Presto they have access to the Foxtel Movies Channel’s vault of content as both streaming on-demand and linear channels. BWM have pulled together a magnificent team that have been smart and great fun to work with. The campaign they assembled for us really shows off a bit of our cheeky personality."
BWM Group chief creative officer Rob Belgiovane said: "The insight for the Presto campaign came from our realisation that the very thing we worry about – how much time our kids spend in front of devices – may well be a godsend, considering what we used to get up to as kids before these devices existed.
"We’re excited to be part of launching the new Presto brand during a time of change within the home entertainment industry. We love Presto’s playful and passionate personality that sets it apart from other services and so the campaign is unapologetically irreverent and, in the spirit of the BWM brand philosophy, is designed to get Australians talking.
"From a father embarrassing his teenage daughter with daggy dad dance moves, to a mother reliving the horrors of her delinquent youth – the universal truth that people get into mischief when they’re bored is something everyone can relate to."
The campaign rolls out this Sunday 16 March across TV, out-of-home, print and digital. The Presto service goes live today.
Foxtel Presto: Dancing Dad
Foxtel Presto: Get Outside
Credits
Agency: BWM
Chief Creative Officer: Rob Belgiovane
Senior Copywriter: Sean Lavery
Senior Art Director: Kevin MacNamara
Executive Planning Director: Jamie Mackay
Group Account Director: Sophie Bogdan
Senior Account Manager: Earth Luechaikajohnpan
National Head of Onscreen: Abby Hunt
Agency Producer: Margot Fitzpatrick
Client: Presto
Director of Presto and Foxtel On-Demand: Jacqui Feeney
Head of Brand and Acquisition: Michelle Hall
Acquisition Marketing Manager – SVOD: Kate Hogan
Production Company: Filmgraphics Entertainment
Directors: The Real McCoys
Executive Producer: Anna Fawcett
Post Production: Method Studios
Audio Post Production & Music: Smith & Western
End Title Animation: Resolution Design
Media Agency: MediaCom
