A chatty widower shines a light on loneliness in Vodafone's poignant holiday ad

Spot from Hungary comes as company is giving free internet access to seniors

Published On
Nov 17, 2021

Editor's Pick

An incredibly chatty widower stars in a new holiday ad from Vodafone in Hungary that takes viewers on an emotional ride. 

The film opens on a jaunty note, set to an upbeat music track. It shows the older man, Uncle Imre, out shopping, talking away to everyone he meets: the local butcher, a florist who sells him a lily, a postman and a neighbor and her son he bumps into in his apartment elevator. While it's clear that he wants to chat, everyone else is busy and in a hurry. 

When Uncle Imre returns to his gloomy apartment and puts on his slippers, the tone of the spot changes. He puts the lily in a vase next to a black and white photograph of his wife, who's clearly died recently. Then he sits in total silence, the music stopped. It's a sobering few seconds, but the silence is eventually broken by his phone ringing; it's his neighbor offering to come around. 

The campaign highlights the fact that more than one million people are living alone in Hungary, and it comes as Vodafone is donating free internet access and smart devices to older people's homes this Christmas, in co-operation with the Hungarian Charity Service of the Order of Malta.

The campaign was created by VMLY&R Hungary together with Bold, a Budapest-based strategic and creative agency. It's running on TV, out-of-home and digital channels, and Vodafone will also use it to start a conversation about loneliness on social media.

"The campaign tackles a social issue that knows no border or season," said Dániel Csirke, group executive creative director of VMLY&R Hungary, in a statement. "It was important to leverage the Christmas period to dramatize solitude on the happiest day of the year, but we hope that our campaign inspires people to pay attention to each other throughout the whole year."

"We hope the story of Uncle Imre can be eye-opening; those who are always chatting and seems happy might be the loneliest," added Tihamér Tóth, strategic director of Bold. "Let's look around us, it is our collective responsibility to change their reality." 

 

Credits

Date
Nov 17, 2021
Client :
Vodafone Hungary
Agency :
VMLY&R-Hungary
Agency :
Bold-Budapest
Head of Brand and Media :
Péter Tibor Juhász
Senior Communications Manager :
Ákos Moldván
Communications Expert :
Donát Német
Communications Expert :
Balázs Csibo
Senior media Expert :
Nikolett Vágner
Senior Social Media Expert :
Ágnes Gyetvai
Senior PR Manager :
Hajnalka Jeschek
Agency :
VMLY&R
Group Executive Creative Director :
Dániel Csirke
Senior Creative Planner :
János Debreceni
Creative Group Head :
Boglárka Arányi
Copywriter :
Vagyim Keserű
Art Director :
Emil Maukner
Art Director :
Adél Kovács
Graphic Designer :
Gabriella Rátonyi
Chief Business Development, Technology And Content Officer :
László Heiszki
Producer :
László Séfel
Group Account Director :
Zsófia Wagne
Senior Account Manager :
Borbála Makai
Agency :
Bold
Chief Strategy and Innovation Officer :
Tihamér Tóth
Chief Creative Officer :
Peter Tordai
Creative Group Head :
Vaskova Anabela
Head of Art :
Peter Babucs
Chief Operating and Client Service Officer :
Ágnes Urbán
Production House :
Admiral
Director :
Marci Nyitrai
Producer :
András Csernóczki
Production Manager :
Máté Varga
DOP :
Tamas Dobos
First Assistant :
Áron Mátyássy
Editor :
Máté Szórád
Music :
Mariusz Fodor
Casting :
Szabadszínész

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