ODIDO's New Vlogger Offers a Relatable Take on Modern Family Life

Dutch telecom provider ODIDO is flipping the script on traditional family portrayals with the launch of its latest campaign – a joyful, offbeat, and heart-on-its-sleeve campaign that introduces audiences to their brand-new brand ambassadors: a vibrant, wonderfully chaotic modern family, fronted by the wildly lovable Bobbie.

Directed by Noël Loozen, produced by 100% and created by TBWA\NEBOKO, the campaign doesn’t just tell a story — it introduces a family. One that’s here to stay. With Bobbie, a curious and clever young vlogger as our guide, we dive into the messy, magical everyday moments of a post-divorce household where two homes are stitched together (quite literally — living just one house apart) by love, laughter, and a lot of personality.

Dennis Baars, executive creative director at TBWA\NEBOKO, says, “We opted for a distinctive storytelling approach, combining Bobbie’s vlog footage with cinematic shots. This approach gives viewers an authentic glimpse into her life and that of her family. The (new) voice-over also plays a significant role, embodying the brand’s character: always attentive, understanding, and helpful. This blend of stylistic elements truly gives the campaign its own distinctive identity.”

With a cinematic eye and unmistakable visual charm, Noël Loozen brings the campaign to life with his trademark storytelling flair, giving everyday moments the rhythm, heart, and gentle absurdity that has become his hallmark.

“From the very first moment, it felt like coming home to the ODIDO family – though definitely a family with an edge. Not some polished picture-perfect version, but a crew full of character, with stories that not only make you laugh, but sometimes throw you off balance,” says Noël. “Thanks to the creative team at TBWA, Dennis Baars, and Marjon Hoffman, I didn’t just get to join the table — I got to leave my own mark on this world full of colour, playfulness and boldness.”

From Bobbie’s whimsical video diaries to the clashing chaos of mealtime and the quiet comforts of two households trying their best, ODIDO’s new campaign offers a fresh and deeply relatable look at family — one that embraces imperfection and celebrates connection.

“As a director, it’s a joy to work with a family tree this vibrant,” Noël adds. “Not just the warm moments, but especially the little tensions, the rough edges, and the critical look at the world make it so compelling. Relatable, disarming, and always bursting with energy. And trust me, Bobbie still has a lot of stories to tell... Until next time!”

The campaign marks the beginning of an ongoing series featuring Bobbie and her unforgettable crew, setting the stage for future chapters full of warmth, wit, and genuine feel-good storytelling.