Deutsche Telekom has enlisted musician Billie Eilish for a campaign showcasing the positive influence of phone usage among Generation Z.
Set to When the Party’s Over from Eilish’s Grammy-winning album When We All Fall Asleep, Where Do We Go?, the work shows a series of "screen-obsessed" young people as they interact with their phones.
"How can a generation that lives online know anything about the real world," Eilish remarks amid shots of young people protesting, celebrating Pride and promoting sustainability.
The ad ends as Eilish declares: "Maybe next time they see us staring at a screen and they ask us what we’re doing on it, why don’t we show them what we’re doing with it."
It launches today (Wednesday), which is the United Nations' International Youth Day, and is running across social media platforms. The work was created by Mia Silverman and Francesco Grandi, and directed by Vincent Haycock through Somesuch. Media was handled by Emeriq and WPP's Team Magenta.
In 2018, Three adopted a similar approach via its tongue-in-cheek "Phones are good" campaign, which envisioned the benefits of smartphones in historical scenarios.