NZ Telecom, Saatchi & Saatchi Make Us Wait in ‘Waiting is Over’

By Ella Riley-Adams 

How do you make an ad about waiting? The worst approach might be to show paused scenes while the dulcet notes of a piano play in the background. Sure, the hi-res shots of robots falling, halted car chases in progress, and rock concerts are good-looking, but if I saw this ad a second or a third time on TV, I would hit mute and go get some ice cream.

The new spot for New Zealand Telecom via Saatchi & Saatchi New Zealand and GoodOil director Michael Spiccia ends with a close-up on a car chase hero. He blinks, and the tagline appears: “Waiting is over.” Instead of this indulgent imagery, I’d much rather see a humorous piece on how impatient we’ve become in the Internet Age, or a puppet-filled drama in a doctor’s office. “Waiting is Over” looks like something that would play (and could work) on the New Zealand equivalent of Best Buy’s panoramic screens, but watching it online or on TV, I just feel twitchy. The waiting better be over.

Additional TV, radio, digital and outdoor executions will be rolling out over the coming weeks. Check out the credits after the jump


Agency: Saatchi & Saatchi New Zealand
Client: Telecom New Zealand
Executive Creative Director: Antonio Navas

Creative Director: Nathan Cooper

Creative Team: Arnya Karaitiana & Phil Hickes

Agency Producer:  Jane Oak

Business Director: Ben Fielding
Account Director: Jen Murphy
Account Manager: Kate Taylor

Planner: Ben Fielding
Production Company: GoodOil

Director: Michael Spiccia
Cinematographer: Crighton Bone

Executive Producer: Juliet Bishop
Production Designer: Guy Treadgold

Editors: Drew Thompson / Michael Lonsdale

VFX Supervisor: Nick Ponzoni

VFX Executive Producer: Anya Kruzmetra

Music Composition: Elliott Wheeler / Turning Studios

Audio Post: Franklin Rd