Andreas Nilsson directed this spot for Deutsche Telekom via production company Czar Film Berlin out of ad agencies adam&eve Berlin and DDB Hamburg. (Nilsson is repped in the U.S. and U.K. by Biscuit Filmworks.)
The 30-second commercial–titled “No fiber. No football.”–ties into Telekom’s sponsorship of the UEFA EURO 2024 football tournament, serving as an official partner providing telecommunication services via fiber optics. Without fiber, there would indeed be no football fever in June and July (UEFA EURO 2024 runs from June 14-July 14) as Telekom ensures the networking of the 10 host cities, the training and team quarters as well as official fan zones. Additionally, all 10 stadiums will be connected to UEFA’s International Broadcasting Center (IBC) in Leipzig. The TV images of the matches will be broadcast to the world from there.
The spot shows the contrasts between a world with and without both fiber and football. For example cheering people watching the tournament together on screens in public squares and pubs–thanks to Telekom’s fiber optic supply to the venues. In contrast, there are deserted squares and pubs: a scenario that underlines the message “No fiber. No football.”
