XL races to prove its network speed in latest video campaign

Indonesia’s telecommunications competition has been given a high-speed treatment as XL turns its latest network credentials into a head-to-head racing battle in a new TVC created by independent creative agency SALVO.

Rather than relying on network specifications or conventional demonstrations of connectivity performance, the campaign translates XL’s network achievements into a visual story built around speed, competition and ambition.

At the centre of the film are two competitive racers representing XL and its closest competitor. Their showdown provides a metaphor for the rivalry between telecommunications networks.

Don't miss: XL's Ultra 5G+ campaign turns digital speed into peace of mind during Ramadan

The creative approach also reflects a broader shift in how network brands communicate performance. Instead of asking audiences to engage with technical metrics, SALVO uses the familiar language of competitive racing to make the concept of network superiority more tangible.

Beyond speed, the campaign uses the racers’ determination and resilience to connect XL’s network progress with its drive for continuous improvement and the ambition to outperform.

Christ Marcel, head of brand communication at XL, said the campaign aims to “disrupt, entertain, and spark conversations”.

“Speed is easy to claim, but harder to dramatise in a way people remember. So, instead of showing another speed test, we created a race. The result is a campaign that delivers XL’s superiority with wit, entertainment, and just enough provocation to get people talking,” added Max Roza Natadjaya, chief creative officer of SALVO.

While the TVC acknowledges the competitive nature of Indonesia’s telecoms market, it steers away from an overtly combative approach. The competitive tension is instead delivered through subtle provocations, visual cues and witty copywriting, allowing the rivalry to drive the narrative without turning the film into a direct attack on competitors.

The campaign was led by creative director Audra Syah Rasjid, with creative group head Muhamad Arif Hakim, art director Yohanes Paulus, senior copywriter Finaldy, and creative strategic director Ariobimo Raharjo.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

Related articles:
Allianz revives nostalgia with Suzan doll in latest health protection campaign
XTB's 'working cash' truck in Indonesia turns investment messaging on its head
DANA Indonesia rolls out #AmanDariBadman to boost trust in digital transactions