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BETC Launches Endearing New Campaign 'Mamita' for Bouygues Telecom

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The new spot sees different generations connect through seemingly poor phone coverage

BETC Launches Endearing New Campaign 'Mamita' for Bouygues Telecom
Bouygues Telecom won a lot of hearts over last Christmas with their awkward dad dancing to Redbone’s “Come and Get Your Love”. The ad collected over 150 million organic views and the soundtrack became the most Shazamed song in France over the Christmas period.
 
This new humoristic spot, in line with Bouygues’ DNA, once again plays on family values and aims to show how the brand helps people from different generations connect to each other. 
 
The countryside is usually associated with terrible 4G coverage and waffly sound but Bouygues has spent the past 3 years heavily investing in rural areas and today connects 64 million French people over the country. 
 
The brand was recently recognized as the #1 mobile operator in French rural zones, however, as this cute film shows, not everyone’s aware of that yet. A scheming but loving grandmother sneakily plays on her teenage granddaughters ignorance to make her spend some precious quality time together. 
 
The film was directed by Emma Luchini (Stink) and set to the Elvis Costello’s take on Charles Aznavour’s mythical song “She”, also known from the soundtrack of Notting Hill.


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Client

Advertiser: Bouygues Telecom

Client Management: Tanguy Moillard, Anne-Laure Dreano, Amandine Bégasse

Production Company

Production Company: Stink

Producer: Greg Panteix

Director: Emma Luchini

Sound

Sound Production Company: General Pop

Creative Agency

Creative Agency: BETC

Executive Creative Director: Stéphane Xiberras

Creative Director: David Soussan, Marie-Ève Schoettl

Copywriter: Rémi Campet

Art Director: Rayhaan Khodabux

Agency Management: Bertille Toledano, Mathieu Laugier, Sophie Roberts, Adrien Bletton

Music Creative Director: Christophe Caurret

Traffic : Alexandra Chini

Creative Producer: Sébastien Lintingre

Genres: Music performance, Comedy, People, Dialogue

Categories: Smart watch, Consumer Electronics

BETC Paris, Wed, 20 Mar 2019 13:07:35 GMT