This may well be the most surprising product commercial created in a very, very long time. Of course, it’s aimed at the younger end of the audience spectrum. Insane humour gets their attention.
The commercial is by Serviceplan Germany for telco, O2, Bubble. Its spokesperson is a talking fish. His absurdist humour tackles a classic industry pain point – home network installation, delivering message about the provider’s free home network installation, offered by no other provider in Germany.
The 60-second TV and online spot that opens with a surreal twist – if people believe in talking fish, why not a telecom brand that puts customers first? The tagline challenges skepticism with the idea – “A telecom provider would never do that.” — “Why not?”
The campaign is a wild and creative departure for the category, leaning into absurdist humour to drive home a simple benefit – customers don’t have to wrestle with tangled cables or confusing setup guides. O2 will send a technician, free of charge, to set up home Wi-Fi, smartphones, smart TVs, and other devices. It’s part of a larger push to position O2 as Germany’s most customer-friendly telecom brand.
“This campaign is more than just creative storytelling. We’re making a clear and bold statement: Customer orientation is not a buzzword – it’s our commitment. With O2, we’re taking it to a new level in the telecommunications industry. We are showing consumers that O2 is the right choice – a provider that doesn’t leave you alone once the contract is signed but sends a technician to install everything – for free,” stated Steve Plesker, director brand and marketing communications at O2 Telefónica.
Leif Johannsen and Patrick Matthiensen, managing partners for Creation at Serviceplan Bubble, added, “With this new campaign, we’ve taken O2 down a completely new path. Humour here isn’t decoration — it’s strategy. It creates connection and makes the brand tangible. It’s one of the most powerful tools to spark attention and drive real excitement.”
The full campaign covers TV, digital, and social. In the social-first part of the campaign, actor Uke Bosse stars in vertical 9×16 clips, walking customers through the hassle-free setup experience, on TikTok, Instagram, Snapchat, and YouTube Shorts.
The entire campaign was created and executed by Serviceplan Bubble and Serviceplan Make, with film production by director, Andreas Nilsson, production by Czar and media planning by Havas Media Germany.
