O2 welcomes 2026 with a new brand campaign created by VCCP

• The campaign celebrates the peace of mind that comes from knowing you’ve made the right choice for your fibre and mobile provider.
• VCCP brings the brand’s iconic Blue Bear back to the spotlight, enjoying a carefree bike ride and leaving everyday worries behind.

O2 is starting 2026 with a new brand campaign that puts the spotlight on good decisions and the calm that comes with them. At a time when the beginning of the year is often filled with pressure and uncertainty, O2 reminds audiences that choosing the right fibre and mobile provider can mean one less thing to worry about.

Since entering the Spanish market in 2018, O2 has built a strong reputation for offering outstanding connectivity, with access to the country’s largest fibre and 5G+ mobile network, high-quality customer service and highly competitive tariffs, recently enhanced with exclusive content. This clear and consistent value proposition has helped the brand stand out from day one, supported by its long-standing partnership with VCCP.

The new campaign brings this promise to life through a simple, memorable scene: O2’s Blue Bear cycling calmly through a city street, unbothered by the stresses that usually come with the start of the year. The message is clear, making the right choices allows you to focus on what really matters.

Designed to feel calm, warm and reassuring, the campaign reflects the sense of confidence and peace of mind experienced by O2 customers. The soundtrack, the classic Raindrops Keep Fallin’ on My Head by B. J. Thomas, adds an instantly recognisable emotional layer, reinforcing the feeling that everything is exactly as it should be when you’ve chosen well.

The campaign will roll out across television (with spots in multiple formats), digital display, social media, digital out of home, large format outdoor advertising, radio and a series of special media activations.

Javier Sánchez Ciudad, Chief Marketing Officer & Head of Ecommerce at O2 (Telefónica), said: “This campaign captures the essence of O2. We are a close, honest brand that continues to evolve while staying true to what defines us: peace of mind and genuine care for our customers.”

Juan Cenoz, Creative Director at VCCP Spain, added: “It’s a real privilege to keep supporting O2 on its brand journey. At a time when everything feels increasingly chaotic, being able to communicate calm is powerful. A simple, memorable scene, an iconic piece of music and a magical character come together to express the reassurance of knowing you’ve made the right choice.”

Source: VCCP Spain

  Advertising, Campaign, Marketing, O2, O2 Telefónica, VCCP, VCCP Spain