Magyar Telekom’s latest campaign encourages people to use digital devices and artificial intelligence deliberately to overcome limits and pursue their goals. The television and online film emphasizes determination, perseverance and the practical role of technology in personal progress.
The spot follows a young talent who starts out on a housing estate football pitch and, with the help of a digital “coach,” improves his ball skills to the point that Dominik Szoboszlai notices his performance. The campaign highlights that sometimes a small inspiration, a thoughtful plan or a supportive piece of feedback is what stands between a person and their ambitions — and that a well-chosen digital tool, such as an AI-based adviser, can provide meaningful assistance.
Pereszlényi Zoltán, deputy CEO for commercial affairs at Magyar Telekom, said the company believes digitalization can serve as a springboard for individual success. He added that Telekom provides a stable, reliable and fast network as well as a device offering from which everyone can choose the tool best suited to advance in both digital and real-life contexts.
Dominik Szoboszlai said: “Whatever your goal is, work for it every day. Talent alone is not enough; in the long run what matters is how much work you put in.”
The commercial was directed by Szimler Bálint, a noted figure in contemporary Hungarian independent cinema who previously gained recognition with the film Fekete pont. Alongside Szoboszlai, the other lead is Gregosits Béla Botond, known as “Grego,” a two-time youth freestyle Hungarian champion who in 2023 reached the top 20 in the international U16 category.
Filming took place in Kőbánya and on the Havanna housing estate, locations chosen to give the story an authentic, everyday setting. In addition to the campaign film, Telekom will soon publish a special online “duel” in which Dominik Szoboszlai will face Telekom’s Magenta AI on the operator’s social channels; the company says the outcome and details will be revealed shortly.
The campaign’s core message is that the digital world and accessible technologies can provide the extra support needed to reach goals across sport, education and careers.
