Digital isn’t always the instant connection to the world it’s touted to be. Getting online is still a long and complicated process, involving complex set-ups, hidden fees and frustrating delays. Which is why a fast and flexible connection service can take users by surprise. Belgian internet provider, TADAAM, shows that it lives up to its brilliantly onomatopoeia name, in a humorous campaign created by agency, OONA/BAAS, and directed by Nitram through HAMLET.
Connected in 3-2-1 uses hyperbole to highlight the Belgian provider’s three cable-free solutions, that allow users to plug, play and connect on TV, internet or mobile without any of the hassle associated with regular providers. The surreal sets were inspired by Swedish director ,Roy Andersson, known for his absurdist approach to humour.
Each of three of the spots focuses on a specific product – TV, internet or the newly-launched mobile service – while the fourth features an extended narrative showing a combination of TADAAM’s services.
The campaign will run online and on television channels across Belgium.
Hamlet director, Nitram, commented, “I wanted to keep the scripts’ elegant simplicity intact, avoiding excessive camera movements or cuts. The goal was to pull back and let the scenes unfold naturally, without over-explaining the humour. Embracing a theatrical and static approach felt like the best way to create something relatable, yet with this off-kilter edge that worked perfectly with comedy. This vision guided everything, from designing slightly surreal sets inspired by Roy Andersson to finding raw, authentic compositions and characters. It was a real pleasure bringing these ideas to life with the creatives at OONA/BAAS. I had a blast!”
Jonas Marysse, creative director, OONA/BAAS, added, “For TADAAM, we wanted to create a campaign that’s as unfiltered and hassle-free as the brand itself. No fluffy, aspirational storyline, no noise. Our films hit hard like a YouTube pre-roll—short, powerful, entertaining, and impossible to skip.”
Credits
Client: TADAAM
Head of TADAAM: Kristof Vanhuffel
Head of Marketing & Communications: Kristien Vercruysse
Campaign Officer: Emilija Mantrimaite
Agency: OONA/BAAS
Creative Director: Jonas Marysse
Creatives: Robbe De Graeve, Shari Denise Kamwa
Strategy Director: Julie Oostvogels
Account Management: Lauren Van Driessche, Amélie Waterschoot
Art Director: Robbe De Graeve
Copywriters: Shari Denise Kamwa (ENG/NL), Albin Barry (FR)
Performance Strategist: Isabeau Duerinck, Ángela Marín
Production: HAMLET Brussels
Executive Producers: Ruben Goots, Jason Felstead, Mathias Kerner
Producers: Janne Aerts, Pim Verhaert
Post-producer: Janne Aerts
Director: Nitram
DOP: Sander Vandenbroucke
SFX: MOVIEFX
Editor: Bram Dutry
VFX & Editing: Frames Brussels
Colour Grader: Alex Gregory
Colour Grading Company: Harbor Picture Company UK
Online Editors: Robin De Praetere, Lieven Dooms
VFX Supervisor: Robin De Praetere
Sound Design: Gregory Caron
Photographer: James Wood @ Lichtwaas
