Bouygues Telecom: "Mamita" by BETC

Bouygues Telecom won a lot of hearts over last Christmas with their awkward dad dancing to Redbone’s “Come get your love”. The ad collected over 150 million organic views and the soundtrack became the most Shazamed song in France over the Christmas period.
 
This new humoristic spot, in line with Bouygues’ DNA, once again plays on family values and aims to show how the brand helps people from different generations connect to each other. 
 
Countryside is usually associated with terrible 4G coverage and waffly sound but Bouygues has spent the past 3 years heavily investing in rural areas and today connects 64 million French people over the country. 
 
The brand was recently recognized as the #1 mobile operator in French rural zones*, however, as this cute film shows, not everyone’s aware of that yet.. A scheming but loving grandmother sneakily plays on her teenage granddaughters ignorance to make her spend some precious quality time together. 
 
The film was directed by Emma Luchini (Stink) and set to the Elvis Costello’s take on Charles Aznavour’s mythical song “She”, also known from the soundtrack of Notting Hill. 

CLIENT    BOUYGUES TELECOM

CLIENT MANAGEMENT 

TANGUY MOILLARD
ANNE-LAURE DREANO
AMANDINE BÉGASSE

AGENCY    BETC

AGENCY MANAGEMENT    

BERTILLE TOLEDANO
MATHIEU LAUGIER
SOPHIE ROBERTS
ADRIEN BLETTON

EXECUTIVE CREATIVE DIRECTOR    STÉPHANE XIBERRAS

CREATIVE DIRECTORS    DAVID SOUSSAN &    MARIE-ÈVE SCHOETTL

COPYWRITER    RÉMI CAMPET
ART DIRECTOR    RAYHAAN KHODABUX    

MUSIC CREATIVE DIRECTOR    CHRISTOPHE CAURRET

CREATIVE PRODUCER    SÉBASTIEN LINTINGRE

PRODUCTION COMPANY    STINK

PRODUCER     GREG PANTEIX

DIRECTOR    EMMA LUCHINI

SOUND PRODUCTION    GENERAL POP

FIRST DIFFUSION    8 MARCH 2019

MEDIA PLAN    TV DIGITAL 60’’ 45’’ 30’’ 20’’