Meet Alexi, Babbel's interplanetary protagonist who unifies all language learners and embodies the universal feeling of alienation when in a different country (or solar system), with no knowledge of the native tongue.
The campaign, directed by David Shane through O Positive, unfolds with Alexi rolling between multiple, close encounters of the awkward kind - from unsuccessfully asking for directions, to being locked out of a hotel room. After downloading the Babbel app, however, Alexi is finally equipped with the tools to converse, swiftly making friends, confidently cracking jokes, and feeling ever more at home in a world where he first felt entirely alien.
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