During the last week of February Belgian TV shows suddenly jammed and a loading icon appeared, but there was no technical malfunction. It was a message from telecom operator BASE. A couple of seconds later it all became clear when the following appeared on screen: "You're not used to waiting at home. So why wait when you're on the move? With BASE 4G, you can surf everywhere as fast as at home."
To accomplish this effect, TV billboards were used in a creative way at the beginning and ending of prime time shows.
The commercials are part of the 'Surf as fast as if you where at home' campaign from BASE. Because 4G speeds are comparable to those of your WiFi network at home.