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Cultural
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Creative
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Digital
7 December 2017

The (Boss) Revolution Will Be Televised

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IDT Telecom and its agency, Dentsu's Gravity, are introducing the company's first holiday TV spot to raise awareness for its Boss Revolution services.

The mobile app and prepaid international calling service enables people to make inexpensive international calls to both mobile and landline phones. In addition, calls are free from app to app on mobile.


The company's target audience is primarily immigrants and others that seek to reach others internationally.


The creative - in both English and Spanish - features several kids demonstrating their niceness during the holiday season through activities like baking cookies as they state their preference for IDT gifts. The ad ends with Santa Claus taking these calls and saying he will "see what he can do." There’s a Spanish language version as well.

This campaign primarily targets Spanish-speaking consumers with a media buy that includes Univision National, Univision Local, Telemundo Local, beIN Sports Spanish, beIN Sports English, and Telemicro.

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