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Deutsche Telekom’s advert is a shocking story about hate: “Light On”

The agency Saatchi & Saatchi has been in charge of the advertising campaign

Anuncio de Deutsche Telekom | Light On

Deutsche Telekom’s advert appeals to the community to win the battle against extremism.

Extremism is a scourge that is spreading throughout Europe, but especially in Central European countries. At the beginning of 2024 there have been numerous demonstrations against the extreme right, and brands have decided to join this citizen movement.

One of them is Deutsche Telekom, the German telecommunications company, which has made a claim in its latest advertising campaign. Titled “Light On”, the brand appeals to society to win the battle against extremism.

“Light On” is the title of the Deutsche Telekom advert made by the agency Saatchi & Saatchi, produced by Tempomedia and directed by Eugen Merher. The piece is part of the German telecommunications company’s “No Hatespeech” campaign.

The advert is a crescendo that starts from the darkest part of society, which is represented with gigantic hate messages on buildings and elements of the city. Insults that we see on social networks such as “scum”, “retarded” or “Jewish dog” among others.

Deutsche Telekom’s advert starts in the dark but little by little it takes on a more optimistic tone. To the rhythm of a song composed for the occasion by Ibadet Ramadani, the piece gains light thanks to the solidarity of the people; capable of burying those messages of hate.

According to Ulrich Klenke, chief brand officer of Deutsche Telekom: “The light symbolizes that each and every one of us can take action to combat hate, racism and anti-Semitism, even if it makes its way on the internet or in the streets.”

For his part, Dennis May, chief creative officer of Publicis Groupe, commented: “With the campaign we demonstrated that the power of light can truly tear down hate.”

Watch | Deutsche Telekom advert review on video

 

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