The core of the MAGENTA TV campaign is the 140-second (accompanied with 30-second) commercial, which was filmed with the show's cast at original locations, Deutsche Telekom uses an 80s mixtape metaphor with the four series stars from "Stranger Things". The protagonists Mike, Lucas, Will and Dustin are surrounded by a chaotic hodgepodge of VHS tapes with blockbuster films from the 80s. They want to prepare for the final fight against Vecna with the help of all their movie heroes. By building a gigantic (so called) mixtape they put all these movies and series in one place. Metaphorically the world of MAGENTA TV offering stands for exactly this mixtape and combines everything in one place. As part of the communication on social media and online channels, the main spot will be complemented by a shortened version lasting 30 seconds.
“Together with our partner Netflix, we are combining first-class technology with emotional storytelling. Because the campaign is more than a marketing tool. It combines entertaining content with brand storytelling, showing MAGENTA TV as the way to access first-class entertainment among #MeziSvými. That is also why we decided to launch the key spot with Czech dubbing, to reach the widest possible audience,” says Michal Šlechta, Head of Brand and Marketing Communication of T-Mobile. For the Czech localization of the campaign, dubbing was created in collaboration with BEEP studio.
The campaign also includes a local offer for MAGENTA TV, which provides new customers with Netflix Premium for 2 months as a gift with S Plus tariffs and higher. Additionally, Netflix is included in various XL Plus & Netflix tariffs, as well as unlimited in the Next Extra mobile tariff 5XL with Netflix.
T is upside down
At the beginning of the campaign T-Mobile will rotate its logo 180 degrees on various platforms under the motto "Flipped T" and thus immerse itself in the mysterious "Upside Down" world of "Stranger Things". This "other side" is a shadow world that behaves like an inverted version of the real world.
Apart from Czechia, the campaign will also be rolled out with a country-specific media mix in six other European Telekom markets – namely Austria, Croatia, Germany, Greece, Hungary and Slovakia. Agency adam&eve, London and Berlin, is responsible for the conception and creation of the campaign. Anorak realizes the production of the spot. The director is Nick Ball. Music: Billy Squier, "Lonely Is The Night".
About Stranger Things
"Stranger Things" is the one of the most loved Netflix series of all time. A mixture of nostalgia, friendship and a supernatural mystery make them unique. The journey started in 2016. All previous seasons occupied the top ten in over 90 countries on Netflix for weeks. And by the way, the 80s classic "Running Up That Hill" by Kate Bush from the series also landed in the charts worldwide again. The final fifth season will be released in three parts and can also be seen on Netflix through MAGENTA TV. While the first part will be released on November 27, 2025, the second part will follow on December 26 and the finale on New Year's Day.
Campaign details
Creative concept: adam&eve, London and Berlin
Production: Anorak
Director: Nick Ball
Music: Billy Squier, “Lonely Is The Night”
Link to the spot HERE.