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Meet Mr Asterisk: Exetel's new campaign introduces the internet's most annoying houseguest

Cheap internet. One little asterisk. An expensive surprise later. Exetel’s new brand campaign is calling out one of the oldest tricks in the telco playbook.

November 2, 2026
Kristen Patchett, Head of Brand & Communications

Meet Mr Asterisk: all the catches, gotchas and fine print Australians have learnt to expect from cheap internet deals, rolled into one very unwelcome houseguest.

He arrives alongside the bargain price, makes himself at home and then, just when you’re getting comfortable, becomes a whole lot more expensive.

It’s the idea at the heart of Exetel’s latest brand campaign, which launched on 25 October and brings to life a simple frustration: internet deals that look great upfront, but don’t stay that way.

Exetel takes a different approach. Simple, honest internet at one sharp price, without introductory pricing that jumps after the honeymoon period.

The new campaign gives that difference a face, turning the humble asterisk into a character customers can instantly recognise.

There’s a familiar frustration behind this campaign. You see a great internet price, spot the little asterisk and immediately wonder what the catch is. Mr Asterisk gives that catch a character everyone can recognise. We want customers to know what they’re signing up for from the start, without having to wonder what happens to the price down the track.
Ben Colman
Chief Marketing Officer, Superloop

Mr Asterisk is Exetel's new creative platform, built around a simple idea: the price you sign up for shouldn’t come with an unwelcome houseguest.

Written by

Kristen Patchett
Head of Brand & Communications

I'm driven by a passion for culture, communication and connection. I bring Superloop’s values and stories together to build a brand that unleashes possibilities.

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