Deutsche Telekom "Connected underwear" by Saatchi & Saatchi London

Deutsche Telekom has created literal app-connected pants to highlight the impact of mobile phones on relationships.

"Trying to get his attention?" the ad asks as a young woman tries to interact with her boyfriend. Somber music plays in the background as she attempts to turn heads with a series of absurd costumes, including a Marilyn Monroe-inspired dress and what can only be described as a disco ball suit.

However, things take a promising turn when the ad goes on to promote "Connected underwear", a product created by the telecoms company that features "a built-in chip to silence your partner’s phone".

Believe it or not, it seems this product actually exists. Connected Underwear can be purchased online for €25 (£21.61), which will get you two pairs of underwear (in any combination and size) and an added LoveChip that connects to an app and sends an invitation text to your partner’s phone. If your partner accepts, a romantic playlist will turn on, with an option to enable a "do not disturb" mode on the phone.

The work has been launched across Instagram Sories to encourage young people to set boundaries in their relationships. It was created by Gabriel Garcia, Felipe Sampaio, Alice Marani and Cristiana Candido, and directed by Chris Boyle through Private Island.

Credits

Director
Production company
Executive creative director
Chief creative officer
Global chief creative officer
Creative directors
App development, tech supplier
B&D
Client service director
Senior project manager
Interface design
Motion design
Development
UX design

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