BMF has launched three new TV ads for telecommunications carrier amaysim with the intent of being as straight-up, original and compelling as the product itself.

The new campaign frames amaysim's simple benefits as amazing and turned into 'amaysim stories'.
Boasting no lock-in contracts and honest plans the carrier also guarantees a 100 per cent Australian customer service.

Jake Rusznyak, BMF's associate creative director, said he wanted the ads to reflect amaysim's straight-forward outlook.
“In the cluttered and competitive telco space, amaysim make products that are unique, simple and compelling. We wanted their ads to be the same.”

 Founder and chief marketing officer of amaysim, Christian Magel, said the stories really worked.
“We love the amaysim stories concept. It gets our key messages across using real Aussie characters and, through them, shows that it really does offer simplicity, fairness and good value, all with a laid-back tongue-in-cheek approach.”

The campaign includes the three TVCs, point of sale and digital advertising.