Swedish Telco Tre Is Back with Fresh Moves in Latest Film from Andreas Nilsson and B-Reel

Today sees the launch of the “I switched to Tre” film by the Swedish Telco, in continuation of the brand’s in-house agency partnering with creative agency B-Reel.

In an industry where every mobile brand offers more or less the same, Tre wants to be known as Sweden’s ‘Trevligt network’. And for those outside of the country, ’Trevligt’ in Swedish translates to ’Nice’. “Nice” is not a word typically associated with the telco industry however Tre is not like the others and that's why they’re looking to go their own, unexpected way.

After the love story in the karaoke bar between a woman and the Tre guy in the brand’s previous spot, the new film takes us to a surrealist inspired theater stage where a Flamenco performance group is just about to start a show, when their focus is diverted to the choreographed footsteps of another Flamenco dancer entering the stage. He is asked by the singer “Are those new shoes?” and confidently responds in his ‘3 shaped’ pumps, “No I switched to Tre”. The band promptly responds “Trevligt” meaning Nice in Swedish. This construct is the beginning of a formula that will take us to more unexpected, fun and memorable moments where Tre continues to entertain Swedes while asking them to switch to the “Trevligt” network.

On the launch of the newest campaign film, Jim Carlberg, Head of Marketing at Tre said: “Tre delivers brave and bold campaigns which position the brand as an altogether better and more fun provider. Delighting and encouraging our customers, new and existing.”

Afshin Moeini and Christian Poppius, creative directors at B-Reel Stockholm added: “Bright, loud and unforgettable, the new Tre film surprises and entertains in equal measures. The new spot by Andreas Nilsson will inspire everyone in stomping their feet to sign up to Sweden’s Trevligt network”

Director Andreas Nilsson said, “Working with the cast in this commercial reminded me why I love my job. What a fun day! I hope (and believe) the fun we had on that day showed up on the screen.”

The film will debut across Swedish TV channels on May 9. Other exciting Trevligt activities will be announced shortly.