What it had to solve
Vodafone Netherlands wanted to demonstrate that everyone — not just some tiers — gets maximum speed on all its Unlimited plans, with no speed limits or caps, building on the first 'True Unlimited' campaign.
The idea
Skydive the brand's mascot-singer at maximum speed: the ultimate form of feeling free at pace, with everyone around her using the same unlimited network differently.
How it works
A 360 campaign by Brothers & Sisters built on a hero 30-second film: Bente skydiving through the clouds alongside a businessman in a virtual meeting, a gamer mid-action and family members on a call, scored by her re-recording of The Pointer Sisters' 'I'm So Excited', running six weeks across TVC, VOD, radio, OOH, retail, social, online and digital in the Netherlands.
What it did
No results were published. The campaign ran for six weeks nationwide and carried the 'True Unlimited' platform into its second, literalised instalment.
Background
In August 2026, Vodafone Netherlands unveiled the second instalment of its 'True Unlimited' campaign, again starring Dutch popstar Bente, created by UK agency Brothers & Sisters. Where the first film showed her steadily accelerating — skates, then a scooter, finally water skis through the canals — this one takes the promise literally: Bente skydiving at maximum speed, 'the ultimate form of feeling free at pace.'
The film is a visual metaphor for the offer: only Vodafone gives everyone maximum speed on all Unlimited plans, with no limits or caps. Rushing through the clouds beside Bente, a cast of characters each use their subscription differently — a businessman in a virtual meeting, a gamer in action, a family on a call — while Bente's vocals carry a re-recording of The Pointer Sisters' 'I'm So Excited'. 'Taking Bente to the sky is a perfect metaphor to capture the freedom that only Vodafone Unlimited plans can deliver,' said Sarah Carolin of Brothers & Sisters.
The 360 campaign, built around a hero 30-second film, broke across TVC, VOD, radio, OOH, retail, social, online and digital for six weeks across the Netherlands. 'In our first campaign we saw Bente travelling on faster and faster modes of transport... This time we're taking it quite literally,' said Joyce van den Bergh, Vodafone's head of brand and marketing communications in the Netherlands.
Why it lands
Telecom speed claims are commodities; a celebrity in freefall makes 'maximum speed' an emotion instead of a number.
Populating the sky with different users dramatised the democratisation claim — everyone, not a premium tier, gets top speed.
Casting Bente again built continuity, turning her accelerating journeys into an ownable platform device.
A licensed classic re-recorded by the star herself gave the film a second life as audio branding.
What you can take
When your promise is a specification, stage it as a feeling: nobody can picture 'no speed caps', but everyone can picture freefall.
Since then
As of the August 26, 2026 announcement, the six-week campaign was breaking across TVC, VOD, radio, OOH, retail, social, online and digital in the Netherlands. No performance results were published.
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