A young boy bonds with a bee in a whimsical new commercial by Italian mobile network Wind.
In the ad, created by Ogilvy Italy and directed by Giuseppe Capotondi of Mercurio, the bee follows the boy home after he rescues it from a jar where some of his schoolmates had rather meanly trapped it. He lets the bee rest on his hand, gives it honey to play in, even takes it on a bike ride and lets it play with bubbles at bathtime. (If you're a little phobic about bees, this may make you feel squeamish -- but there's also something rather magical about it.)
The next day, the bee wakes him by buzzing and he realizes it needs to go back to the wild, so he takes it out to the woods and lets it fly to a hive. The spot, set to a track called "Hero" by Family of the Year, ends with the message: "If there is something without limits, it's our ability to communicate."
It's part of an ongoing series of emotive ads on the theme of communication by the brand, agency and director, which has included 2014's "Papa."