The latest in aphrodisiacs? A charging cable

Ad from Bouygues Telecom promoting its mini-charger suggests it could kill in-bed scrolling

Published On
Feb 11, 2021

Editor's Pick

Perhaps it's the pandemic, but some of the ideas we're seeing for Valentine's Day this year suggest it's going to take more than romantic gestures to get couples in the mood on Feb. 14.

We've had a mortgage company write an erotic novel; Lowe's offering couples special dinner, toast and splash painting sessions; and others such as Stonyfield Dairy offering a "date with a cow" (see Ad Age's roundup of what marketers are up to here.)

Over in France, a humorous campaign from Bouygues Telecom has a suggestion for how to bring back the romance when you're both constantly scrolling on your phones in bed.  It's an issue we've seen telecom brands tackle before (like Brazil's Vivo in this heartwarming 2017 spot) but this one has a more practical answer to your tech obsession; just get a shorter charging cable already.  With the company's new mini-charger, only 3.2cm long, you won't be able to charge your phone and scroll at the same time. The upside is that you can listen to your lover sing cheesy guitar compositions instead. 

The spot comes from BETC and was directed by Hafid Benamar of Allso, with French comedy duo Laura Felpin and Cedric Salaun starring as the couple.


Feb 11, 2021
Client :
Bouygues Telecom
Agency :
Brand Manager :
Tanguy Moillard
Brand Manager :
Tifenn Ouchene Boureau
Brand Manager :
Anne-Laure Dreano
Brand Manager :
Ludovic Patsouris
Brand Manager :
Jeremy Rodney
Brand Manager :
Faustine Canart
Agency Manager :
Bertille Toledano
Agency Manager :
Mathieu Laugier
Agency Manager :
Sophie Roberts
Agency Manager :
Adrien Bleton
Strategic Planner :
Alexandre Ben Soussan
Executive Creative Director :
Stephane Xiberras
Creative Director :
Olivier Aumard
Copywriter :
Thomas Prechac
Art Director :
Felix Falzon
Art Director :
Albert Yvert
Traffic Manager :
Marie-Caroline Pupin
Integrated Producer :
Bao Tu-Ngoc
Creative Producer :
Sebastien Lintingre
Production Company :
Producer :
Franck Annese
Director :
Hafid Benamar
Sound Company :

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