Telia wants to throw your world wide open

From TBWA Helsinki comes a bizarre and speculative ad, showing off a simple premise and expert sound editing.

Focusing on faces and eyes, multicolored neon lights flash across the screen. Pupils dilate, strange edits come in from zooming camera effects, and people enter a dazed, trance-like state as they scroll through their streaming services. Backed by The Weeknd’s Blinding Lights, Open Your World creates a surreal and strangely soothing momentum as people get excited to stay in. 

Directed by Sakari Lerkkanen, the ad creates momentum without ever feeling rushed. The editing is absolutely slick and tweaked to perfectly match up to The Weeknd’s song, even feeling inspired by it at some points. It celebrates the simple joys of being inside without reminding us of what else is happening, and that’s enough to make this ad stand out.