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By Amy Houston, Senior Reporter

July 6, 2023 | 2 min read

The spot by Adam&EveBerlin and DDB Germany for Deutsche Telekom comes with a warning that some viewers might find it upsetting.

In the ever-changing digital world, it is important to be aware of the risks that come with sharing so much of ourselves and our lives on social media. From holidays to weddings and even births, once images are out there, they are available to anyone to use without limits.

To spotlight this, Deutsche Telekom has released a frank ad that sees a child’s image manipulated using AI to show her when she is older. ‘A Message from Ella’ features a deepfake version of the child that can move and talk like a human, which shocks her parents when they see their daughter on-screen at the cinema.

Chief brand officer Uli Klenke commented: ”Telekom offers the best and most secure network, but in addition to access to this network, we also need the necessary knowledge and tools for safe and responsible handling of data on the internet. Because the development of artificial intelligence holds opportunities and risks. In the spot, we let the AI warn us about itself. And thus, underline fascination and awe at the same time. We have to learn to deal with both factors appropriately.”


Agencies: Adam&EveBerlin, DDB Germany

Director: Sergej Moya

Production: Tempomedia Berlin

Post-production: SPC/Supercontinent

Audio post-production: Supreme Music

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