Deutsche Telekom's holiday ad depicts a head teacher's tough day

German telecom giant Deutsche Telekom is highlighting the importance of checking in on others this holiday in a touching spot out of Adam&Eve/DDB Berlin that revolves around a busy head teacher. In the ad, the teacher spends his day asking people "how are you?", from his work colleagues, to kids at school with problems, to the bus driver on his way home and then to his pupil's parents in an online parent-teacher meeting. At the same time he's having a tough time himself, dealing with the school dramas and upsets. Late at night, still hunched over his laptop with news reports about the energy crisis rumbling on in the background, he gets a final phone call; it's his colleague, checking in on how he's doing himself. The ad, directed by Jonathan Alric out of Iconoclast, is running in nine countries in Europe. "Many of us have had a tough year," said Ulrich Klenke, chief brand officer at Deutsche Telekom, in a statement. "More than ever, people are worried about the future. Especially now it is important to listen to each other and be there for each other. Let's make sure together that everyone is doing well. That's what our Christmas campaign raises awareness about."

Deutsche Telekom's holiday ad depicts a head teacher's tough day

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