Ad of the Day: Odd Deutsche Telekom Euro 2024 spot thrives on contrasts and strangeness
The bonkers ad takes a refreshing approach to promoting the football tournament. Replete with a naked pub goer, a lonely dog and even a broken TV, the spot is off-piste in an engaging way.
The Uefa European Football Championship event kicks off in Munich on June 14 and Deutsche Telekom, as an official sponsor, has already started rolling out its advertising campaign in a weird yet wonderful way.
In ‘No Fiber. No Football,’ viewers get a glimpse into a world where football fans aren’t able to celebrate together in public places due to a lack of fast internet – which sounds like the premise of a typical sports ad. But what makes this spot so unique is the array of strange scenarios.
For example, there is an older naked man is sitting in a pub with an empty glass. In a split-second, viewers are then transported to a different reality where he is fully clothed, enjoying the atmosphere in the pub. Another take sees a huge crowd chanting outside in a town square, before shifting to the same area desolate with only a small dog roaming around. The sharp cuts between the scenes ramp up the excitement as to what unusual, contrasting scenario might be on show next.
The short film is audibly pleasing, with the sounds of cheering abruptly giving way to deafening silence which only makes each transition even more striking. Its European tone and ability to cater to that intended audience further contribute to its effectiveness.
Overall, it’s an unconventional campaign that negates the typical sports ad formula and instead presents a series of bizarre and contrasting scenarios that capture the viewer’s attention, making it our favorite ad today.
Credits
Adam&Eve Berlin
Creative directors: Fabian Frauenderka, Christian Lotz
Chief creative officer: Jens Pfau
Chief strategy officer: Philipp Schwartz
DDB Hamburg
Account director: Stephan Lüddeke
Head of TV: Meike van Meegen
Production
Czar Film
Director: Andreas Nilsson
Director of photography: Lasse Frank
Edit: Toni Froschhammer
Coloring: Sam Gilling
Sound design: Rekorder Studios
Deutsche Telekom
Chief marketing officer: Ulrich Klenke
Head of communications and sales marketing: Christian Loefert
Head of market communications: Philipp Friedel