The internet gets a bad rap sometimes. Truth is, it’s a wonderful, wormholey place. From streaming hours of random content to joining forums about things that taste like blue, it’s where everyone belongs, no matter what you’re into. As a carbon neutral telco that’s all about inclusivity, Belong felt compelled to sing about it with a 2-minute love song that ran in prime time spots.

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We wanted our script to truly embrace the joyful chaos that is the internet, and the immersive journeys it’s taken us on – from the moment we met it long ago, to our relationship with it today. The script is riddled with references to internet experiences every Aussie has had – from connecting through dial-up to clearing history to joining random internet forums and finding wild facts online.

But we also wanted it to sound like a genuine love song. At first, it’s not clear he’s singing about the internet. We wanted audiences to start bobbing their heads to a truly catchy song before they even realized it was from a brand – or about something so close to their own heart.

The term “Internet wormhole” is a common term in Australia and beyond used to describe an immersive online adventure through unexpected facts, memes, stories and more.