For exciting! events

12 February 2026

Ben's off switch at SugarCity

Ben's new commercial was filmed in SugarFactory Amsterdam, featuring images of the Poortgebouw, the Puntloods, the Suikerfabriek, and the Suiker Silo's.

Ben's new commercial was partly filmed at SugarFactory Amsterdam, showing images of the gatehouse, the sugar factory, and the sugar silos. This commercial encourages people to enjoy the little things in life, and that these moments often go hand in hand with turning off your phone. This may seem strange for a telecom company, but Ben is right: these moments are becoming increasingly rare. What do you like to do during your "off switch moment"?

Who is Ben?

Ben is always there for you, whether you're looking for a SIM-only plan or a cheap subscription. In this new year, Ben is introducing a revolutionary invention: the off switch. Ben is curious about your 'off' moments. What do you like to do most during your 'off switch moment'? Do you like to grab a bite to eat with friends? Visit your parents for a cup of coffee? Or do you prefer to sit on the couch with a book?

On behalf of Ben & SugarCity, we hope you enjoy your "off switch moments."

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