Big Fish - O2 Telefónica | Clapboard Ad Archive

O2 Telefónica’s Big Fish campaign, launched in Germany in May 2025 and crafted by Serviceplan Bubble, boldly disrupts conventional telecom advertising by using a surreal talking fish as the central symbol to embody its unique free home network installation service. This 60-second film and integrated media effort positions O2 as the only provider in the German market offering this distinctive benefit, leveraging humor and the unexpected to challenge the audience’s skepticism about what a telecom brand can realistically deliver. The campaign’s narrative twists the mundane task of home network setup into an engaging and memorable experience, making the brand’s customer-friendly promise tangible and accessible. By casting actor Uke Bosse in vertical clips across TV, digital, and social platforms, the campaign reinforces the simplicity and hassle-free nature of O2’s service, while the talking fish operates as a visual metaphor that aligns with what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit, a creative approach that concretizes abstract service values into an instantly relatable character. The campaign’s strategic emphasis on free installation is more than a marketing hook; it underpins O2’s broader business objective to reduce friction for customers switching providers or upgrading to fiber-optic internet, thereby positioning O2 as a facilitator of seamless digital connectivity. Serviceplan Bubble’s collaboration with Serviceplan Make, film production by Czar, and media planning by Havas Media Germany culminate in a campaign that speaks directly to consumer pain points with wit and clarity, sidestepping typical industry clichés in favor of a fresh, memorable narrative. Clapboard rates this campaign 66/100. Big Fish matters because it signals a shift in telecom advertising toward inventive, customer-centric storytelling that prioritizes experiential benefits over technical jargon, which is crucial as the category grapples with commoditization and customer churn.