Radio veteran Pete Curulli leads new Pentanet campaign via Likeable Creative

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Perth-based internet provider, Pentanet, has launched a new TV, radio, outdoor and digital campaign to promote its superfast Fixed Wireless network, proudly made with 100% Perth local talent and creatives.


The campaign asks viewers to think about how much faster it is to send internet through the air, rather than through cables in holes.

Veteran radio announcer, Pete Curulli, stars in the campaign and demonstrates the concept by reflecting light from Elizabeth Quay to Kings Park to show that it’s ‘quick as a flash’.

Curulli has been a warm and familiar voice on the WA airwaves for over 15 years. His love of esports, gaming and technology makes him one of the most demanding internet users in WA, and the perfect ambassador for Pentanet. As a long-time subscriber of Pentanet’s private network, it was only a matter of time before he moved into a more formal role with the telco brand.

“Pentanet reflects a lot of what I stand for as a Perth born-and-bred bloke,” said Curulli. Stephen [Cornish, Pentanet founder] and the team are a local group of people who weren’t happy with the internet Perth had available, so they did something about it because they’re proud of Perth and want good things for our city! Their passion for Perth, the Perth community through their involvement in events around the city, and for Perth’s technological future is something I am genuinely excited and proud to be a part of moving forward.”

The campaign was developed by local independent agency, Likeable Creative, who have been working with Pentanet for over a year.

The commercial was directed by up-and-coming local director, Jackson Heeley, and the outdoor and digital images were captured Perth’s multi-award winning photographer, Simon Westlake.

Pentanet has been approached by many interstate agencies, but Head of Marketing & Media Alison Balch said the company remains dedicated to supporting local business right here in WA.

“We have amazing talent on our doorstep right here in Perth, and we’re proud to once again be working with Likeable Creative. 2020 has been a tough year for so many businesses, and we’re so grateful for the support of the people of Perth on our journey.

“Mal, Ross and the team are the epitome of ‘does exactly what it says on the tin.’ They have taken a highly technical product in our private fixed wireless network and created a campaign that is both easy-to-understand and, true to their word, really likeable!”

Likeable Creative’s Malcolm MacLean said “We’re delighted to be partnering with Alison and the Pentanet team. We’re looking forward to contributing to their rise and rise.”

Josh Edge, from local industry body Revive WA, said that it was great to see local production and creative being done through-the-line from local clients.

“It’s worth applauding Pentanet for their approach to the creative process and production – from the DOP and director to the writers and talent. Great internet helps small businesses grow all over Perth, and giving creative shops the opportunity to show what they’re capable of helps even more. Great job Pentanet!”

Head of Marketing & Media: Alison Balch

Likeable Creative
Creative Director: Malcolm MacLean
Creative Director: Ross Dungey
Animator: Oakley Fletcher
Account Director: Brent Clinch
Agency Producer: Hillary Clarke

Director: Jackson Heely
DOP: Elliott Nieves
Photographer: Simon Westlake
Audio post: Julian Douglas-Smith