"Where is Klaus?"klicksafe spot celebrates anniversary: The web is changing, the dangers remain
A spot that made history
The short film with the seemingly harmless question "Where is Klaus?" was developed by the advertising agency Ogilvy & Mather and produced by Neue Sentimental Film AG for klicksafe. It has won several awards and has now been translated into 27 languages. The commercial was shown nationwide on television, in cinemas and online, reaching a large audience.
At the time, it focused on four risks of the digital world that are still relevant today:
The ad raised awareness among parents about these dangers and how to protect children online. Since then, klicksafe's information, guides and teaching materials have been used millions of times by parents and educational professionals to protect, support and empower young people.
The topics are more topical than ever
Roblox, TikTok, Snapchat - the internet has changed a lot in two decades. However, children and young people are still exposed to the same risks. To mark the anniversary, we have given the commercial a technical makeover and re-released it as a remastered version.
This is complemented by four new short clips in which children and young people comment on the original scenes . They explain how they experience the dangers shown in the commercial today, how they deal with them and what they would like to see from schools, parents, platforms and politicians.
Protective measures in Europe become concrete
The campaign comes at a time when important decisions are being made at European level. The Digital Services Act obliges platform operators to protect young users more effectively. At the same time, the Expert Commission on the Protection of Children and Young People in the Digital World is developing concrete recommendations for better protection on the internet.
Further information: Press release from 08.12.2025