Observed Signal · Sep 25, 2026 · Campaign Launch · Source: Horizont · Impact: 1/5 · Sentiment: Positive
Deutsche Telekom and Jung von Matt Launch Anti-Hate AI Spot
Deutsche Telekom continues its 'Gegen Hass im Netz' (Against Hate Online) campaign with a new AI-generated spot titled 'Der Bär' (The Bear), created by agency Jung von Matt. The spot highlights digital violence against women, featuring a bear who says many women would rather be alone with him in the forest than with a man. The campaign was presented by Chief Brand Officer Ulrich Klenke at Dmexco and shared by board member Birgit Bohle on LinkedIn. The agency shift sees Jung von Matt replace Saatchi & Saatchi for this award-winning campaign series.
Single brand campaign launch with agency change; limited industry-wide impact.
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Key Takeaways & Evidence Grounding
- Deutsche Telekom launched a new AI-generated spot 'Der Bär' as part of its 'Gegen Hass im Netz' campaign.
- The spot was created by agency Jung von Matt and focuses on digital violence against women.
- The spot was presented by Chief Brand Officer Ulrich Klenke at Dmexco.
- Jung von Matt took over the campaign from Saatchi & Saatchi after a network restructuring.
- The campaign is in its seventh year.
Connected Companies & Entities
3 Entities mapped“Deutsche Telekom continued its campaign against hate online with a new AI-generated spot....”
“The new spot was created by agency Jung von Matt....”
“Publicis, the parent of Saatchi & Saatchi, no longer handles many tasks for Telekom....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Telekom AI Einstein Ad Sparks Ethics Debate
Deutsche Telekom released a fully AI-generated advertising film featuring a synthetic Albert Einstein, produced by agency Jung von Matt in cooperation with ElevenLabs. The campaign, published June 8, 2026, provoked an ethics debate on social media—notably LinkedIn—where industry commentators criticised the recreation of a deceased, world-famous person for commercial purposes. Former Jung von Matt chief Thomas Strerath posted a fictional, AI-generated reply purportedly from Einstein, amplifying the discussion. The coverage appeared in HORIZONT and was written by Helena Birkner. The controversy raises questions about consent, brand safety, creative practice and the use of voice/image cloning technologies in commercial advertising.
Volksbanken Raiffeisenbanken Launches 'Wir' Brand Campaign
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