AI Meets Animated Tomcat: The Attractive EWE Fiber Optic Offers in a New Series of Cartoon Commercials

Background and Challenge

EWE faced the complex challenge of sustainably strengthening both awareness and purchase intent for their fiber optic offering through a new campaign. The technically sophisticated product needed to be not only communicated clearly but also emotionally anchored – an essential prerequisite for successful positioning in the fiercely competitive and highly saturated telecommunications market.

Our assignment was to conceptualize a series of impactful TV spots that would consciously differentiate themselves from competitors' predominantly technical-functional communication through emotionality and humor. The scalability of the concept was also central to enable more efficient future campaign productions.

Approach and Realization

At the center of the spots, an equally quirky and charming cat established itself as the emotional centerpiece: The fluffy protagonist evolved into the sympathetic focal point of domestic life, authentically embodying the connection quality of EWE Fiber.

From the very first spot's production, we implemented an innovative AI-supported production workflow: Storylines, concepts, and copy were developed using Storyboarder.ai and ChatGPT, while Freepik provided the visual foundations. Animation was executed via Kling and Runway – two leading platforms for AI-based video and animation creation. Professional voiceover was flexibly realized through Wondercraft. This modular production approach enabled the development of a high-quality animated spot that focused on emotional resonance and charming storytelling, while remaining optimally scalable for future adaptations.

Based on the same framework, a second and third episode followed, which seamlessly continued the style and focused on further advantages of the fiber optic service, such as the installation service. The success of the pilot spot thus established the basis for a scalable TV format that was specifically optimized for CTV and streaming platforms.

Results

The developed spots captivated through their distinctive appeal and established an authentic, sympathetic brand image for EWE. The cat functioned as a visual, narrative, and emotional anchor that not only generated high brand recognition but simultaneously served as a scalable blueprint for future EWE campaigns.

The creative approach deliberately distinguished itself from conventional telecommunications advertising and positioned EWE as an innovative pioneer of digital infrastructure. The strategic deployment of AI technology enabled not only highly efficient production but simultaneously created a flexible system that allows rapid adaptations for new products and application scenarios.