This 60-second commercial is also a game. Well done, BETC Paris, for not relying on the relatable story to get people’s attention. As heart-warming as this one is, it’s one of so very, very many heart-warming ad stories presented to any one person in any one day.

Instead, BETC has hidden twenty references to original Netflix shows in its new commercial for Bouygues Telecom and challenged people to find them.

You can probably also see that it overcomes the problem of telling people that Bouygues Telecom is really useful for watching Netflix and having no one care much. Even though it is.

The agency has inserted an obvious first reference to whet people’s appetite, so if you spotted the lights from Stranger Things, there are much harder references to find. You have to look very, very closely. When do you think was the last time someone looked very, very closely at an ad? Or played it over and over? This is a really great ad idea.

The ad will run on French TV from this month promoting an offer that includes a new premium phone and internet subscription with one year of access to HD and multiple screen Netflix.

To play the game, and see if you can spot all the references, click here.

Credits

Agency: BETC

Executive Creative Director: Stéphane Xiberras

Creative Directors: David Soussan & Marie-Eve Schoettl

Creatives: Alexandre Girod & Julien Vergne

Account Management: Bertille Toledano, Mathieu Laugier,Sophie Roberts & Adrien Bletton

Creative Producer: Sébastien Lintingre

Traffic: Alexandre Chini

Film Production:

Production Company Producers: Jean Duhamel & Jules Dieng

Director: Adrien Armanet

Sound Production: General Pop

Music Creative Director: Christophe Caurret

Spot The Reference Production:

Project Directors: Thibault Cuisiniez & Claude Zamy

Creative Director: Sylvain Paradis

Web Designer: Mickael Dubost

Technical Consultans: Alexis Galbourdin & Benjamin Vergne

Developer: Antonin Langlade

Digital Activation:

Head of Entertainment Strategies: Lennie Stern

Activation Strategists: Marine Birolleau & Charlotte Jacquety

Client: Bouygues Telecom

Client Management: Tanguy Moillard, Anne-Laure Dreano, Céline Matter, Jérémy Rodney, Lucas Joly & Diane Réol