Optus says put down your phone
Optus and Droga5 highlight the sweat and sacrifice it takes to make a movie in Put down your phone campaign.
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For years, cinema ads have asked audiences to switch off their phones out of respect for the people around them. But what about the people who make the films?
Created by Droga5 ANZ, part of Accenture Song, this marks the agency’s first film campaign for Optus since being appointed the brand’s lead creative agency in 2025. Directed by Andreas Nilsson from Revolver, the new Optus campaign explores the unsung struggles of filmmaking, from method-acting to boom operating, all to encourage moviegoers to put down their phones and give the movie their full attention.
The two spots, titled Abe and Again, both trick the viewer into thinking they’re watching an incredible, high-craft new film. But they soon reveal themselves to be a humorous ode to the effort of those behind the camera, or in Abraham Lincoln’s case, behind the actor.
Accenture Song has supported Optus with media strategy for the campaign, which premiered in movie theatres across the country from 2nd April 2026.
Optus Acting Chief Marketing Officer, Lauren Dawber, says: “We saw an opportunity to make the age-old ‘Turn off your phone’ announcement something more meaningful. As a cinema-loving nation, these films celebrate the effort, dedication and creative community that bring movies to life, inviting audiences to give great films the attention they deserve.”
Droga5 ANZ Chief Creative Officer, Barbara Humphries, says: “Filmmaking is a wonderfully obsessive craft. Chasing the perfect moment can involve countless takes and huge dedication from the people behind the camera. We wanted to celebrate that passion and persistence and remind audiences that the best way to respect it is simply to look up and watch. After all that effort, it’s the least we can do.”
