Connected in 3-2-1

Despite living in a digital-first world, getting online is still a long and complicated process, involving complex set-ups, hidden fees and frustrating delays. Which is why a fast and flexible connection service can take users by surprise - as seen in a surreal new campaign for internet provider TADAAM, directed by Nitram through HAMLET and created by OONA/BAAS agency.

Launching today, ‘Connected in 3-2-1’ humorously highlights the Belgian provider’s three cable-free solutions, which allow users to plug, play and connect on TV, internet or mobile - without any of the hassle associated with regular providers.

The spot emphasises TADAAM’s USPs - 24-hour delivery, instant E-SIMs and no technicians - via a series of surreal scenarios in which unwary users are comically impacted by the unexpected speed and efficiency of their connection.

Featuring surreal sets inspired by Swedish director Roy Andersson - known for his absurdist approach to humour - the films follow TADAAM users in a series of mundane situations, which are suddenly and dramatically disrupted by a TADAAM service. In one spot, a laptop user is blasted backwards at warp speed; in another, a TV erupts through the wall of a living room. Adding to the absurdist effect is a voiceover by an omniscient narrator, who introduces each unwary character and delivers a countdown to the TADAAM effect.

Three of the spots focus on specific products - TV, internet and the newly-launched mobile service - while the fourth features an extended narrative showcasing a combination of TADAAM’s services.

The campaign will run online and on television channels across Belgium.