Cable-free connection proves surprisingly speedy in TADAAM’s new campaign

Directed by Nitram through HAMLET the campaign spotlights the internet provider’s hassle-free services – free from cables, ties or technicians – with surreal humour

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.   

HAMLET Director, Nitram adds: “I wanted to keep the scripts’ elegant simplicity intact, avoiding excessive camera movements or cuts. The goal was to pull back and let the scenes unfold naturally, without over-explaining the humour. Embracing a theatrical and static approach felt like the best way to create something relatable, yet with this off-kilter edge that worked perfectly with comedy. This vision guided everything, from designing slightly surreal sets inspired by Roy Andersson to finding raw, authentic compositions and characters. It was a real pleasure bringing these ideas to life with the creatives at OONA/BAAS. I had a blast!”

Jonas Marysse, Creative Director, OONA/BAAS said: “For TADAAM, we wanted to create a campaign that’s as unfiltered and hassle-free as the brand itself. No fluffy, aspirational storyline, no noise: our films hit hard like a YouTube pre-roll—short, powerful, entertaining, and impossible to skip.”

Source: OONA/BAAS

  Advertising, Campaign, HAMLET, Marketing, OONA/BAAS, TADAAM