Deutsche Telekom Launches NOT A PASSENGER with Wet Leg’s Rhian Teasdale

SEPTEMBER 3, 2026 → WORDS ADRIÁN GOMIS EXPÓSITO

In an online world saturated with opinions, algorithms and endless advice, Deutsche Telekom is asking a simple question: what happens when we stop letting everyone else take the wheel? Its latest Gen Z campaign, “NOT A PASSENGER”, transforms that question into a manifesto for self-determination, encouraging a generation navigating constant digital noise to reconnect with their own identity and intuition.

At the centre of the campaign is Rhian Teasdale, frontwoman of Grammy-winning British indie-rock band Wet Leg, whose sharp humour and unapologetic attitude make her a natural fit for the message. In the campaign’s 60-second hero film, Teasdale moves through a world filled with symbols of unsolicited opinions, expectations and external pressure, ultimately choosing to take control of her own direction.

PHOTOGRAPHY COBRASNAKE

The campaign also came to life in Berlin through Telekom Electronic Beats, which hosted a NOT A PASSENGER event on August 26 at a former garage workshop, with Wet Leg headlining the night. Ahead of the concert, the campaign took to the streets with a city-wide treasure hunt, sending fans across Berlin in search of a branded “NOT A PASSENGER” car and clues shared through social media. Developed as part of Deutsche Telekom’s ongoing #OwnYourWorld platform, the initiative positions technology not simply as a source of connection, but as something young people can actively shape on their own terms.