Babbel’s promise is very straightforward – it helps people speak a new language quickly and in the way they’ve always wanted to.

There are very pragmatic reasons for wanting to learn a language but Wieden + Kennedy UK found that there’s also something much more enticing involved.

Sophie Bodoh, creative director at Wieden+Kennedy explained, “Everyone has different motivations for learning a language, but we recognised one common truth that applies to every new learner – they have some kind of fantasy about what it will be like to speak a new language confidently. Using the familiar cinematic worlds of different countries, we show Babbel users playing out their own unique language-speaking fantasies.”

In Wieden + Kennedy’s hands those “unique language-speaking fantasies” became two beguilingly quirky stories about what it’s like to speak a foreign language.

“Babbel aims to get people speaking a new language as quickly as possible,” Arne Schepker, chief marketing officer at Babbel, commented. “Unlike buying a car, customers are more likely to make spontaneous purchases when it comes to online language learning. For us, it’s essential that we communicate what makes us unique in an accessible way, thus anchoring our customers’ awareness in the long term.”

The French TV spot is on air in the UK.