TV ad: O2 Telefonica: Big Fish

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German telecom brand O2 Telefónica is taking a fresh approach to an old industry pain point: home network installation. In its latest campaign, created by Serviceplan Bubble, O2 uses an unexpected hero — a talking fish — to deliver a message that feels just as surprising: free home network installation, offered by no other provider in Germany. The new campaign marks a 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. Instead, O2 sends a technician — free of charge — to set up their 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.