Many advertisers are keen to tell us to live in the moment and not spend so much time on our devices. The likes of Nike have recently taken aim at smartphone addicts, and even telecom brands Verizon and Telenor have both urged people to switch their phones off sometimes. But a new campaign from Sweden's Telia tells it, perhaps, more like it is: we're addicted to the internet, and sometimes it's better than real life.
The sneakily funny ads, directed by Max Sherman of Blink for Forsman & Bodenfors, portray scenarios that admit that (as seen here), husbands on the internet can be more interesting than your own husband; cats in real life are much more boring than funny kitties on the web and the only thing better than holding your newborn is posting the photos on social media and getting lots of "likes."
The campaign message is that Telia will deliver you better internet, so you can indulge these guilty passions. For anyone feeling bad about their smartphone addiction, it's a breath of fresh air.