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Creative in association withLittle Black Book
A Multitasking Octopus Celebrates Football Fandom in Ziggo Spot
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22/07/2026
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A football-loving octopus takes centre stage as Ziggo’s newest brand ambassador in campaign from Not Just Any and Brothers & Sisters
Not Just Any has unveiled a new campaign for Dutch telecommunications brand Ziggo, making it its latest commercial created entirely using AI production techniques from concept through to final delivery.
Created in partnership with agency Brothers & Sisters, the campaign introduces a brand new Octopus character for Ziggo. Conceived as the ultimate multitasker, the character was developed through an AI-powered creative pipeline combining audience research, character design and generative production techniques. Designed as a long-term piece of brand IP, the octopus has the potential to feature in future campaigns and customer touchpoints for years to come.
The energetic 20-second flagship TV commercial celebrates football fandom through the playful new character, packed with dynamic animation, visual comedy and Ziggo’s unmistakable orange brand palette. Alongside the hero film, Not Just Any also created a series of digital out-of-home and print activations, establishing the octopus across multiple channels from launch.
While audiences will simply experience a polished, entertaining campaign, behind the scenes the project represents another significant milestone for the Not Just Any team.
Not Just Any integrated emerging AI production tools throughout the creative process, from research and character development through to production and final delivery, enabling the team to develop, direct and deliver a complete broadcast-quality campaign using an entirely new production workflow.
A key focus throughout development was ensuring the creature felt genuine. Particular attention was paid to the subtleties of the character’s movement, animation and skin detail, giving it a tangible personality and emotional presence that elevates him beyond a visual mascot into a recognisable brand character.
While AI dramatically streamlined traditionally labour-intensive stages such as rigging and animation workflows, the artistry remained firmly in human hands. The project became a collaborative exploration for the creative team, with experienced animators shaping every aspect of the character’s performance, movement and personality while using AI to remove technical friction rather than creative decision-making.
“The technology is evolving incredibly quickly, but the creative ambition remains exactly the same,” shares Aidan Gibbons, co-founder and creative director at Not Just Any. “This wasn’t about making an ‘AI film’, it was about creating a new character and making a great film for our client. AI simply became another creative tool that allowed us to work in new ways and solve problems differently.”
“What people often miss is that AI doesn’t replace artistry, it removes some of the production pain points,” Aidan continues. “The complex rigging and technical animation pipeline can now happen in completely new ways, but the performance, the personality and the creative choices still come from artists. Both James and I are animators, and we obsessed over the nuances of the octopus’s movement and skin detail because that’s what ultimately gives a character life.”
The production exceeded expectations, with Ziggo embracing both the creative result and the innovative production process. The campaign also signals how AI is beginning to reshape commercial production, not by replacing creative thinking, but by expanding what’s possible for agencies and brands willing to experiment. By using AI across strategy, character creation and production, the project demonstrates how emerging technologies can help brands develop distinctive intellectual property while accelerating creative development.
“It’s been great to see the control we were able to get by harnessing these tools effectively. I am eternally impressed with the team and glad to see this adorable little creature out in the world ” adds Prudence Beecroft, managing director of Not Just Any. “
For Not Just Any, the Ziggo campaign represents more than a successful piece of work. It demonstrates that AI has matured into atent, opening up new creative opportunities for brands looking to move faster without compromising ambition. More significantly, it shows how AI can help creative teams build enduring brand IP that combines technological innovation with the craft and character audiences connect with
Creative in association withLittle Black Book
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