Mobile provider Ben has done a “revolutionary” discovery; “There is an off button on your mobile. Why don’t you use it sometimes? And discover that life is bigger than the screen in front of you face.” The pay-off: “Ben is there for you.” Quite daring; a mobile commercial that is purely image driven. No price/capacity proposition – which seems to be the only thing that counts in this category – just a very obvious statement. Quite distinctive and sympathetic. But will it sell? Created by Kumpany, directed by Johan Kramer (100% Halal) and shot by Daniel Bouquet. Music by Perquisite and FC Walvisch.