Saatchi & Saatchi's Sexy Smart Underwear Demands Your Attention

Deutsche Telekom’s latest campaign aims to facilitate real connection between young couples, sparking conversation around the impact of mobile devices on present moment, in-person relationships. 

Our ever evolving relationship with technology presents a number of key challenges. Deutsche Telekom’s ‘Better Together’ follows the brand’s recent #DABEI 5G campaign created by Saatchi & Saatchi London, highlighting the positive role that technology can play in our everyday lives, if we are more self-aware of how, when & why we use it. 

The campaign will speak to young couples, using film content and Instagram stories to direct them towards a platform for support, where the brand will be hosting helpful tips on how to ensure mobile devices do not become a barrier to intimacy, from device settings to setting boundaries. 

You can check out the humorous spot below: 

When all else fails, Deutsche Telekom has created ‘Connected underwear’, an imaginative & humorous solution to the issue. When used, ‘Connected Underwear’ activates ‘Love Mode’ on the couples smartphones, setting the mood for romance by automatically activating Do Not Disturb mode & playing a romantic playlist.

“With our campaign we want to address a more mindful approach to Smartphone usage”, said Wolfgang Kampbartold, Vice President International Market Communications at Deutsche Telekom AG. “Connected technology has the power to facilitate real connections between people.  Whilst mobile devices have allowed us to be more connected than ever before, there is growing concern around the negative impact of them. Whether at dinner or in the bedroom, mobile technology is often cited as a key factor affecting our real moments of connection. Our aim with this campaign is to provide helpful tips for young couples to empower them to address the issue of lacking real connections and to spark a meaningful debate about the need for change. With Love Magenta Connected Underwear we can do this in a fun and thought provoking way.”

Kate Stanners, Chairwoman and Global Chief Creative Officer at Saatchi & Saatchi London said: “This unique take on wearable technology aims to help people to become more self-aware about their phone behaviour. The campaign brings attention to right time to connect, virtually and in-person.”

In addition Deutsche Telekom has also been working with relationship expert Eric Hegmann to highlight some of the actions couples can take to connect better with their loved ones and bring them closer together again. 

“What most of us don’t realise, is that the power to make the change is already in our hands. We just need to learn to be more cognisant of the way in which we use these technologies so that they can work for and not against us.” said Relationship Expert, Eric Hegmann, “For example, it can be as simple as recognising the importance of those everyday intimate moments, switching your devices to do not disturb and simply putting them down. With this initiative Deutsche Telekom is aiming to spark a sense of self-awareness, supporting couples in being more considered in how they use digital technologies.”