Deutsche Telekom has introduced a new Christmas campaign titled “Connections Begin When Barriers Break,” which will be featured in ten European countries. The initiative aims to promote unity and acceptance by encouraging people to look beyond societal divisions and connect with one another, despite differing backgrounds or beliefs.
The advertisement tells the story of two young girls separated by a glass barrier, symbolizing societal obstacles. As they develop an innocent friendship, they highlight the potential for human connection when prejudices are set aside. In the climax of the ad, the girls exchange gifts—a brick and a rock—and together break through the glass barrier, which is revealed to be part of a snow globe. This imagery suggests that many barriers are artificial constructs that can be dismantled through understanding and acceptance.
Ulrich Klenke, Head of Brand at Deutsche Telekom, explained that the company’s mission is to unite people while opposing hate and discrimination. “As a brand, we aim to connect people, making it clear that we can break down mental barriers and foster understanding,” Klenke stated.
The campaign commenced on November 2 in Slovakia and will continue in Austria, Croatia, Montenegro, North Macedonia, Germany, Poland, Romania, the Czech Republic, and Hungary. It will be available on TV, cinema screens, and digital platforms with adaptations for print media and social channels tailored to each country. The creative team from MUW Saatchi & Saatchi in Bratislava was responsible for developing the campaign under director Alex Feil with music by Supreme Music from Germany.
