Connecting with what you like the most - Entel | Clapboard Ad Archive

Connecting with what you like the most saw Entel and McCann Lima orchestrate a pioneering brand demonstration for the Electronics and Technology sector in Peru in 2016, bringing the intangible promise of nationwide connectivity to life with a vivid, real-time proof point: a remote symphony uniting acclaimed musicians scattered across the country, each performing in synchrony thanks to Entel’s robust telecommunications network. At the heart of the campaign is a singular film asset whose creative conceit explodes the boundary between traditional claims advertising and technological demonstration, letting the product benefit — seamless, uninterrupted connection over vast distances — manifest through spectacle rather than assertion. Rather than opt for testimonial, metaphor, or dramatized conflict, this work occupies what Clapboard’s taxonomy identifies as FORMAT#1 — Demonstration — by transparently staging an artistic feat made possible only by Entel’s wireless infrastructure, foregrounding product utility through both form and narrative. Every note played, captured from disparate mountainous and urban locations, layers into an affective national harmony, transforming bandwidth into emotional bandwidth and positioning Entel as the enabler of cultural moments and shared passions in the increasingly digital Peruvian landscape. McCann’s execution avoids heavy-handed technical jargon, instead using the universal language of music to signal network reliability and everyday human relevance, subtly aligning Entel with themes of unity, cultural pride, and unbounded possibility. The absence of overt manipulation or narrative contrivance serves the market category’s need for credibility, and the film’s straightforward, participatory mechanism invites audiences to recalibrate expectations of what connectivity can accomplish in a local context. Earning a 67/100 in Clapboard’s global creative archive, Connecting with what you like the most underscores that for brands seeking to claim the high ground in technology-driven categories, nothing is more persuasive than making the product’s advantage tangible, visible, and emotionally resonant in real time. This campaign matters to the industry because it stakes a claim for demonstration-led storytelling at a moment when hype and abstraction too often drown out the visceral truth of what technology can deliver.