The KPN HI commercial from 2008 with “KPN HI * NO KISS?” is an iconic part of Hi’s marketing. This campaign focused on young people by playing on the texting culture and the use of emoticons such as a kiss (*). Hi offers unlimited texting here, which was a perfect fit for the target group that texted a lot. Hi’s marketing focused on innovation in telecom, with services such as large texting bundles and later Eindeloos Online, reinforcing their image as young and innovative. This commercial not only helped the Hi brand to distinguish itself but also had a cultural impact by integrating the language and habits of young people into their marketing strategy. It was a clever way to create an emotional bond with the target group.