The world is more connected than ever. We hear that all the time and yes, it is true in the sense that we can access anything on the internet. Paradoxically, it is also causing an epidemic of isolation, people living in “social bubbles”, accepting only those who look, think and act like them. MUW Saatchi & Saatchi and Deutsche Telekom dare to encourage unity and acceptance in their Christmas campaign, Connections Begin When Barriers Break.
In a statement, Ulrich Klenke, head of brand at Deutsche Telekom, explained, “As a brand, we want to connect people. We want to make it clear that it is important and possible to break down barriers in our minds. Our company is committed to social cohesion and greater tolerance. It does not tolerate hatred and incitement, discriminatory actions, racism, and extremism in any way. We stand for what connects people, societies, and cultures.”
The Christmas film takes viewers into an enchanting, modern fairy tale. Brave for a German brand, it bears a strong reference to the Berlin Wall, the story of two young girls, who want to be friends but are separated by a pane of glass. Their heartwarming, childlike openness and curiosity triumph over the invisible barriers of prejudice and tension between them. They show that connections are possible even under the most difficult circumstances. The story builds to a powerful moment when the girls exchange Christmas gifts, realising they had the same idea all along. One girl gives a brick, the other a rock, to break the glass wall, once and for all…and then the film zooms out to reveal that the barrier was actually a snow globe, representing the artificial walls people often create to distance themselves from others.
The hero commercial was directed by Alex Feil and produced by Armada Films, with director of photography, Mortimer Hochberg. Its music was composed by German studio, Supreme Music. It will be broadcast as a 120-, 60-, 45-, 40-, 35- and 15-second version on TV channels with high reach and also in cinemas.
The campaign is running in ten Telekom countries. It launched on November 2 in Slovakia followed by Austria, Croatia, Montenegro, North Macedonia, Germany and Poland as well as Romania, the Czech Republic and Hungary. The TVC is supported by adaptable advertising materials for print, digital media, OOH, social media, instore content & merchandise.
