- Rhian Teasdale, frontwoman of the indie rock band Wet Leg, stars in Deutsche Telekom’s new youth campaign, “Not A Passenger”.
- The campaign video features Teasdale tuning out influencer noise while performing an exclusive Wet Leg cover of the 1998 hit “My Favorite Game” by The Cardigans.
- Created by agency INGO, the campaign rolls out across eight European countries and includes a live headline concert at Telekom Electronic Beats in Berlin on August 26, 2026.
- The project encourages Gen Z audiences to resist online algorithms, social pressures, and content overload by taking control of their own choices.
Grammy-winning musician Rhian Teasdale, lead singer of British indie rock band Wet Leg, is the star of Deutsche Telekom’s latest youth campaign, “Not A Passenger”.
Created by creative agency INGO, the campaign inspires Gen Z audiences to regain control of their digital lives. The 60-second film draws inspiration from the iconic 1998 music video for “My Favorite Game” by Swedish rock band The Cardigans.
In the clip, Teasdale gets behind the wheel of a vintage car and navigates through a chaotic obstacle course of pushy influencers, wellness routines, and digital noise.
She changes the radio station from “Passenger FM” to “Drivers Seat FM,” choosing to trust her own instincts instead of following online trends. The video also features an exclusive Wet Leg cover of the classic track, set for its live debut during the campaign rollout.
The European campaign is launching across Austria, Croatia, the Czech Republic, Hungary, Montenegro, North Macedonia, Poland, and Slovakia. To support the launch, Telekom Electronic Beats is hosting a headline show with Wet Leg in Berlin on August 26, 2026. Fans can also join an interactive city treasure hunt to locate the campaign car and win tickets.
The project marks another milestone for Teasdale and bandmate Hester Chambers. Since breaking out with their hit single “Chaise Longue,” Wet Leg has won two Grammy Awards, claimed multiple Brit Awards, and earned a 2026 Grammy nomination for their studio album Moisturizer.
Deutsche Telekom has previously collaborated with Billie Eilish on the Gen Z-focused “#WhatWeDoNext” initiative, tapped Polish producer VTSS for their digital identity “Brain Rot” campaign, and featured acclaimed actors like Christoph Waltz and tenor Andrea Bocelli in major European promotions.
This campaign follows major creative moves in the sector, much like Trinity Tatum starring in Verizon’s Queen of Cash campaign and Ali Wong fronting Vodafone’s global roaming campaign.
Takeaways
This collaboration highlights how global telecom providers are shifting their messaging from simple network speeds to deeper cultural conversations about digital well-being.
For Rhian Teasdale and Wet Leg, who have kept their brand commercial partnerships strictly curated, this debut partnership with Deutsche Telekom stands out as a major crossover moment into international advertising.
Will more alternative rock and indie artists turn to high-concept brand partnerships to release exclusive covers and launch live events? Does pairing vintage 1990s music references with modern internet culture create a stronger emotional bridge for today’s younger consumers?
