Corporate identity is an effort to create a corporate identity that is fully implemented through corporate communication activities to customers that can be done in several ways, one of them is advertising. In creating an ad, a tagline is needed so that consumers easily remember the contents of the message and have the distinguishing power of the advertisements supported. Usually, the ad tagline is created to reflect a recognized company profile. Telkomsel carries the tagline of Being the Best through several advertisements it produces, one of the versions of the Papua Pilot, Rico Kabak. As a communication product, advertisements have certain messages that are conveyed through narration and visualization. This research tries to interpret the meaning of the tagline to be the best Telkomsel advertisement for the Papua Pilot Riko Kabak version. The interpretation of the meaning of advertising is obtained by analyzing the data previously collected through the process of documentation, observation, and literature. Meaning analysis is done by using Roland Barthes's semiotic analysis. The results of advertising carried out gather interpretations of meaning Being the best is a business association of a person in carrying out tasks based on sincerity, concern, struggle, responsibility, strength, alertness, sacrifice, and dedication or self-service. The results of this study are expected to contribute to the study of message content analysis using Roland Barthes's semiotic study. Keywords; Advertising, Telkomsel, Tagline, Semiotics