Remember when you thought online shopping was so unnecessary? When you said you’d never use a dating app? Would never send audio notes and now writing seems like a thing from the past? Spanish telco, Euskaltel’s characteristic humour is reminding people that they’re not always quick to take up new technologies in a new campaign by agency, Dimensión, What do you want tomorrow?
The hero film, set to the soundtrack, A Chorus Line, sung a cappella by different groups of people, is a fun journey through the contradictions we have all had when we say we will never use something, that we end up using. It shows not only past contradictions, but also the ones we have now and the ones we will have. It also underlines that no matter what may be introduced, Euskaltel promises to bring it to us so that we can use it, even if at first we say we are not interested.
Paco Cabrera, executive creative director of Dimensión, stated, “We didn’t just want to focus on situations of the past, it’s about something that still happens to us today”.
Guille Viglione, president and chief creative officer of Dimensión, added, “This very year many of us started saying we weren’t going to use AI, and we’ve ended up retouching our photos in Midjourney, asking Chat GPT to write us even our grocery list and what’s to come…”
Ana Torres, Brand Director, commented,”Euskaltel has been the operator with which the vast majority of Basques have incorporated technological advances into their daily lives for almost 30 years.And we will continue bringing them all the new features that arise, as we have always done.”
The full campaign includes the launch commercial and several product ones, directed by David Sarciat and produced by Harold Entertainment, supported in outdoor, radio, digital and POS. Musician, Dani Venegas, composed the songs for the different executions.
Credits
Client: Euskaltel
Client Team: Jacobo Gálvez, Ana Torres, Andrea Naverán, Eider Rodríguez & Eloien Uriarte.
Agency: Dimensión
Chief Creative Officer: Guille Viglione
Creative Team: María Arrieta, Paco Cabrera, Alexis Hughes, Luis Villanueva & Borja Usandizaga.
Account Director: Laura Aristeguieta
Account Executive: Ari Carme Cebrià
Agency Producer: Natxo Escobar
Production Company: Harold Entertainment
Director: David Sarciat
Music: Dani Venegas
Sound Production: Mediavox
