As captains of… ooh! My last post just got a Like!

As captains of… ooh! My last post just got a Like!

Bouygues Telecom

In his latest column in Stratégies, BETC Paris Executive Creative Director and President, Stéphane Xiberras, singled out distraction as a blight of our times. And since every good ad starts with a good insight, Bouygues Télécom picked the latter for their latest film: The Pedalo.


It’s a perfect illustration of the distraction phenomenon: Pierre and Olivier wake up to discover that their pedalo has drifted out to sea. Their first reaction: call 999. So far, so good, except for the fact that, since they still have 4G, they are still getting notifications that…they just can’t ignore. First one, then another, and they’re off - speeding down the entertainment superhighway towards the luxuriant lands of the internet, sampling a tutorial here, a documentary there and every cunning little distraction designed to turn our fickle brains away from our initial objective.

To prove the point, there’s no need to take a nap on a pedalo: a cake in the oven will do the job, shopping to do when the supermarket closes in 20 minutes, a ten minute hair dyeing or simply emptying the washing machine before you go out for the day - so many windows of distraction created by the UX designers of all our adorable apps that we just can’t wait to open up and enjoy.

Such is life, so long as you’re covered by 4G, obviously. Which won’t be a problem for much longer, because Bouygues Télécom 4G will cover 99% of the network by 2018.

Bouygues Telecom
Client since 2015


See also
Your cookie settings
These cookies are required for basic site functionality and are therefore always enabled. These include cookies that allow you to be remembered as you explore the site within a single session or, if you request, from session to session.
These cookies allow us to improve the site’s functionality by tracking usage on this website. In some cases these cookies improve the speed with which we can process your request, allow us to remember site preferences you’ve selected. De-selecting these cookies may result in poorly-tailored recommendations and slow site performance.
Social Media and video
Social media cookies offer the possibility to connect you to your social networks and share content from our website through social media.
For more information about this processing of personal data, check our Privacy & Cookie Policy.