Rafa Nadal Fronts Telefónica’s ‘Better Connected’ Covid Crisis Campaign

Spanish telco Telefónica rolled out a campaign in November with brand ambassador Rafa Nadal promoting the network’s efficiency and reliability during lockdown and leveraged the tennis star’s appearance in the ATP Tour Final tournament.


Created by agency El Russo de Rocky (Rocky’s Russian), the ‘Better Connected’ campaign is based around the idea that one of the key things we have all learned during the pandemic is that social relationships are vital to maintaining our mental health – so being connected is not a luxury, but a necessity.


The hero spot blends a Nadal voiceover alongside close up footage of his racket being strung. As Nadal says: “Training is important. But deep down, what makes my tennis effective is that my head works. Ultimately, it is being connected to my life.”


Movistar_MejorConectados_90s from Francisco Rodríguez on Vimeo.


The campaign spans national television, plus outdoor, press and digital media.


The initiative was created for Telefónica’s marketing team including Rafael Fernández Alarcón, Jimena Ruiz Posadas, Carmen Sánchez de Medina and Aitor Goyenechea by a team at Rocky’s Russian which included Executive Creative Directors Ángel Torres and Lucas Paulino, Creative Directors Pablo Madrid and Pablo Salinas, Creatives Mario Carrillo and Marta Fernández, Producers Jetzabel Tapial and Santiago Sierra, Account Team Members Estefanía Gimeno and Izaskun Arrien with production companies Blur and La Caña Brothers. The music and sound was by Cristóbal Rodríguez and Vicente Miras.





The twin objectives of the campaign are to remind the viewer of the reliability of the brand’s service during the pandemic and that if we have learned anything during the coronavirus crisis it is that social relationships are necessary to maintain our mental health.


Thus, the proposition is that being connected is not a luxury, but a necessity that the network provides us with.


According to the company itself, Telefónica’s operation in Spain during the pandemic has been ‘impeccable’ with no outages or breaks in service despite the difficulties that COVID-19 has caused for this business.








Rocky’s Russian / El Russo de Rocky



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