The work imagines a supersized, dramatic security detail helping to protect a family on a road trip as a visual metaphor for the scale of Telstra’s security credentials and its ‘Cleaner Pipes’ initiative which sees it block millions of phone, email and SMS scams every day.

The campaign’s intention is to highlight that, when it comes to protecting what matters, Telstra takes the protection of our customers very seriously.

The campaign will appear in premium positioning and sponsorships of top-rating programmes. Over the coming weeks, it will appear in key news, sport and popular programmes across free to air networks and on-demand viewing.

Says Brent Smart, chief marketing officer, Telstra: “Since joining Telstra, I’ve been blown away by the dedication of our people to help make Telstra the best mobile network in the country and one of the safest. This ad is a celebration of that. Huge thanks to my brilliant Telstra marketing team and our partners at the Monkeys. I’m proud for this to be the first ad under my watch as CMO.”

Says Tara Ford, chief creative officer at The Monkeys: “As one of Australia’s biggest brands and network providers, Telstra plays a huge role to help keep their customers safe. It can be hard to properly imagine or understand cyber security, so our latest work is a simple metaphor for the scale of security Telstra is providing behind the scenes to millions of customers every day.”