Euskaltel, the Basque Country’s global telecommunication’s operator, began a new stage in 2007 by becoming an independent mobile telephone operator. As a consequence, Euskaltel is now working with a new network that provides clients better coverage than that which they have had up until now. The difference will be so noticeable that Euskaltel wanted to communicate it to their clients. To do this, a television campaign was carried out to make the change to a new calling area clear. In the new television spot, Euskaltel clients say goodbye to bad coverage personified by a middle-aged woman named Mary Ann.