German telecom provider HanseNet, who markets DSL and phone services under the trademark "Alice", has hired Tarsem Singh to direct a TV commercial featuring Brad Pitt for a new campaign starting this year.
The ad setting is in an average urban suburb where by pure chance Pitt's motocycle breaks down in front of the house of a surprised family. In succession, we see Pitt asking for Internet access while mother and daughter stare in disbelief at the star.
The overall concept is that this ad, including versions of it, will broaden Alice's reach among female consumers. Nevertheless, due to contract restrictions, Pitt will not appear on out of home media and non-TV marketing material. Media like this will continue to advertise with the "Alice-face", italian born model Vanessa Hessler.