Gang of Youths' Joji Malani stars in music video for telco amaysim

Former Gang of Youths guitarist Joji Malani is the face, and body, of a new campaign for amaysim.

The telco recently launched a new brand proposition 'Little Sim, Big Love', which was backed by Malani singing 'Love Machine'.

It has now launched a full-length music video for the song as performed by Malani. He acts as both singer and 'love machine' in the campaign video.

The brand said the video was shot in Sydney under strict COVID-19 regulations, and will subsequently form part of a TV, social, digital and PR campaign.

Chief marketing officer Renee Garner said the decision to create the full-length music video was prompted by a huge amount of positive feedback from customers.

“Our customers loved the 'Love Machine' cover, by Joji Malani, featured in our recent campaign so much that they were contacting us requesting the full version of the song. amaysim is known for showing our customers crazy customer love, so in the spirit of big love we decided to go one better and create a Love Machine music video for our customers to enjoy," she said.

The creative agency behind the campaign, 72andSunny, said it was a fun shoot.

"Having landed on this awesome song for the 'Little Sim, Big Love' brand platform, we were stoked to bring the Love Machine to life further in a music video. Working with amaysim, Joji Malani and our other partners we had a lot of fun on set, capturing the magic of the song and more of the love from amaysim to their customers," said Luke Martin, head of product at the agency.

Malani was part of Gang of Youths from its inception in 2012. He finished up with the band last year and was replaced by Tom Hobden.

The 'Love Machine' amaysim music video:

The original 'Little Sim, Big Love' campaign from November which spawned the music video: