Play it Smart

Belgian telecom challenger Mobile Vikings is putting streaming at the heart of its latest campaign with AKQA Brussels. The idea is simple: with fast, affordable internet, you can stream all the content you want without paying for an expensive traditional TV decoder. And if that’s the smart choice, why not take it a little too far?

The campaign is the latest chapter in Mobile Vikings’ long-running Play it Smart platform. As a challenger brand, Mobile Vikings has always been about finding smarter ways to get more out of telecom without paying more than you need to.

Creatively, that idea comes to life through people who take being smart just one step too far. This time, that person is Sam.

With fast internet from Mobile Vikings, Sam can endlessly stream films, series, sports and online videos, without needing an expensive TV decoder. Smart.

But Sam wants to make sure he gets absolutely everything out of it. So he has trained himself to blink with one eye at a time, in order not miss even a single second of content.

The film follows the rather unfortunate side effects of his newly acquired skill, as innocent blinking suddenly starts looking a lot like deliberate winking in the wrong situations.

The absurd logic is deliberately rooted in a real shift in viewing behaviour. For a growing group of viewers, traditional television has been replaced by streaming services, online video and live sports platforms. For them, a fast and reliable internet connection matters more than a traditional TV package and decoder.

Mobile Vikings gives them exactly that: fast internet at a competitive price, leaving viewers free to choose what they want to watch and where they want to watch it.

The campaign extends to radio, where more overly smart streamers find equally unconventional ways to squeeze even more out of their internet.

The campaign launches across TV, online, social media and radio.

Mobile Vikings. Play it smart.