German telco, Telekom, is making the point that it is the official UEFA partner for telecommunication services via fibre optics, with a quirky TVC by adam&eveBERLIN, and the theme, No fiber, no football.

The Bonn-based Group will ensure the networking of the ten host cities, the team- and training-quarters and all official fan zones, among other things. In addition, all ten stadiums will be connected to UEFA’s International Broadcasting Center (IBC) in Leipzig. The TV images of the matches will be broadcast to the world from here.

The commercial is a series of contrasts, for example, cheering people watching the tournament together on screens in public squares and pubs and in contrast, deserted squares and pubs.

“We want to show how important fibre optic lines are today. Millions of people in Germany benefit from our stable network before, during and after the EURO,” state Christian Loefert, Hehad of marketing communications at Telekom Deutschland. “We are using the commercial to showcase everything that fibre optics can achieve. Eight million households can already benefit from this quality. And the number is growing every day.”

The cinematic commercial was directed by Andreas Nilsson and produced by Czar Film Berlin. It will be broadcast from now until April 22 on all high-reach TV channels in Germany as well as in digital.

Credits:
Creative Agency: adam&eveBERLIN
Creative Directors: Fabian Frauenderka, Christian Lotz
Chief Creative Officer: Jens Pfau
Chief Strategy Officer: Philipp Schwartz

Agency: DDB Hamburg
Account Director: Stephan Lüddeke
Head of TV: Meike van Meegen

Production: CZAR Film
Director: Andreas Nilsson 
DoP: Lasse Frank 
Editor: Toni Froschhammer 
Grade: Sam Gilling 
Sound Design: Rekorder Studios 

Client: Deutsche Telekom
CMO: Ulrich Klenke 
Head of Communications and Sales Marketing: Christian Loefert 
Head of Market Communications: Philipp Friedel