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Germany, the Telekom advert for EURO 2024

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Germany, the Telekom advert for EURO 2024

Deutsche Telekom has aired a new TV advert ahead of the European Championships, UEFA EURO 2024 (14 June – 14 July), which will be played in Germany.

The Bonn giant, as the official partner for fiber optic telecommunications services, is committed to guaranteeing the connectivity of the ten host cities, the team and training districts, as well as all the official fan zones. Furthermore, all ten stadiums will be connected to UEFA’s International Broadcast Center (IBC) in Leipzig.

From here, television images of the matches will be broadcast all over the world.

The TV commercial

The advert stands out for its contrasts. While cheering people gather to follow the tournament together, both in public squares and in clubs, thanks to the fiber optic connection provided by Telekom, there are also scenes of deserted squares and empty venues. This scenario underlines the message “No fiber optic T. No football.”

Millions of people in Germany benefit from the operator’s stable network. “We want to show how important the fiber optic connection is today. Millions of people in Germany benefit from our stable network before, during and after Euro 2024“, he claims Christian Loefert, marketing communications manager at Telekom Deutschland. “With the commercial, we highlight what fiber optics can do. Currently, eight million families can already benefit from this quality. And this number increases every day.”

Collaboration with one of the most awarded advertising directors in the world

To bring this vision to life in an extraordinary way, Telekom has collaborated for the first time with Andreas Nilsson. The Swede is one of the most awarded advertising directors in the world, winner of four Grand Prix and numerous gold awards at the Cannes Lions, as well as other prestigious awards such as CLIO, D&AD, Ciclope, LIA and DGA (Directors Guild of America) Award for “Outstanding Achievement in Commercials”.

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The approximately 30-second spot, entitled “No fiber optic T. No football”, will be broadcast on all major television channels and on the Internet until April 22nd.

Creativity was handled by Adam&Eve, Berlin and DDB, Hamburg. The production was entrusted to Czar Film Berlin. Media planning was handled by mindshare, Frankfurt, and emetriq, Hamburg.

All matches on MagentaTV

MagentaTV is the only platform that will broadcast all 51 matches in Germany UEFA EURO 2024 final tournament from June 14th to July 14th.
Five of these matches will be exclusive: among these, there are the group stage matches between Hungary and Switzerland (15 June, 3pm) and Scotland against Hungary (23 June, 9pm), as well as Slovenia against Serbia (20 June, 3pm). The other two matches will be decided later.

Cover image Depositphoto

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