The telephone brings us closer to other people, but it also exposes us to threats. Scam calls and phishing attempts, which have proliferated in recent years, are one of the main risks for consumers. And this has meant that trust and security have become a fundamental pillar of the marketing strategies of telecommunications providers, as demonstrated by Movistar’s latest campaign.
The Telefónica brand has launched “Es por Tere”, a new chapter of its communication platform “Es por todos”, designed by the creative agency Oriol Villar and launched a year ago. The teleoperator once again demonstrates its commitment to people, this time focusing on its ambition to offer the most secure communication technology and network in the country.
He does so by telling the story of Tere, a mother who is finishing her vacation in Gandía and receives a call from her daughter, who is on Erasmus and needs personal and banking information to complete paperwork. The mother plays with the idea that the call could be a fraud and asks her for proof of identity despite being certain that it is really her daughter, but she surprises her by going over the family rituals to close the beach apartment and with details that only the family knows.
The piece, produced in Rome, consolidates the brand’s commitment to offering a realistic view of communication through a visual language and narrative codes based on sensitivity and emotion. As explained by the agency, the advertisement is accompanied by “Mareta” (“Mother”), a popular lullaby.
Valencian reinterpreted for the campaign.
The campaign works at two levels: on the one hand, the strategic one, since it seeks to highlight Movistar’s capacity and efforts to protect its clients against fraud; and on the other hand, the informative one, since it reminds viewers of the importance of remaining alert and establishing measures to avoid phishing attempts.
“A Movistar campaign that reinforces making safety a tangible value for people“, commented Aitor Goyenechea, Director of Advertising, Brand and Sponsorships at Movistar, through a publication on social networks. “Because a more secure network is not just technology. It is trust, protection and peace of mind and assuming the commitment to be the best way to access the digital world for our clients.””.
The spot is accompanied by a graph that highlights the different functionalities that the company has implemented over the last few months and which, according to details, have facilitated the blocking of 229 million fraudulent calls during the first year of service. The brand already addressed the issue in April with the “Answer again, yes?” campaign, worked together with the agency PS21.
“At Telefónica we work every day to be the best way for citizens to access technologies. Being the best is not just coverage, capacity or content. Sometimes being the best also means helping people use technology safely“, expressed, for his part, Rafael Fernández de Alarcón, Director of Brand, Sponsorships and Media at Telefónica. “A commitment that, in this story, is for Tere. A commitment that, like Movistar, is for everyone”.
He has also pointed out that security is an increasingly relevant problem based on data from the National Cybersecurity Institute (INCIBE), which indicates that almost 1 in 3 users in Spain received some phishing, vishing or smishing attempt in 2025. From Europol they point out that 64% of reported fraud cases begin through a phone call or message.
“Es por Tere” has been active since September 10 and is launched coinciding with the return from vacation and the start of the school year. The message is deployed through a multiplatform strategy that includes activations on television, cinema, outdoor advertising, press and digital media.
