IT’S NICE TO HAVE IT ALL

The challenge: One minute to tell Italian people how wonderful it is to have a complete technology with a single company: TIM.The ingredients: a German dancer and 35-million-views YouTuber, over a hundred Italian dancers, a famous choreographer, a new kind of animation going on in each scene to highlight the uniqueness of TIM’s offers and a soundtrack by Parov Stellar that gets everybody to dance from their chairs.The recipe: a contagious dance, the neoswing.The new TIM Communication format is served. Enjoy the show.

In order to send a strong message that only a leading company, unparalleled by any other brand in terms of offer to its customers, we started again from the target.

We have reflected on the fact that today’s telephone companies customers are WEB-addicted.

Because using a mobile phone does no longer only mean to make/receive calls, but rather to keep hyper-connected and share viral videos; often funny, sometimes silly and nonsense.

We are talking about a language that is very distant from that of TV: it’s the WEB language. And those who love it the most are today and tomorrow’s TIM users.

Hence, the decision to create a new communication format for TIM, freer than before and different from the TV storytelling. To choose as an endorser a youtube star who had already won the hearts of the target public. To communicate with music, dance and a tone of voice that’s only apparently irrational, never-before-seen on TV but familiar to the target.

The voice of the WEB.

Music plays a central role in this spot. The track, ALL NIGHT by PAROV STELAR, was chosen together with the campaign endorser, JSM. The dancer has become a web star with this track, which is why we have considered them inseparable from the very start and, above all, perfect together to dress the TIM brand with new light, modern and happy clothes. The track rhythm is neoswing, a modern-day rearrangement of swing made by Parov Stelar, internationally renowned DJ. Given that swing as a music genre was born after the 1920s economic crisis and Prohibition, our choice to use this track to tell a 'rebirth' seemed just perfect. Finally, such music allows us to deliver a different, never-before-seen visual image of dance, in a scenario - that of advertising - that tends to use dance very often