In this thoughtful spot from Italian mobile network Wind, a young boy in his bedroom playing a video game on his tablet receives a text asking him to come and join a game of soccer. He hestitates before deciding to go, but heads out and ends up having an amazing, if emotional, time. Later, he returns to his room tired and sweaty -- to see himself, again, sitting on the bed, reading the text and deciding not to go. The message of the spot, one that will doubtless resonate with teens as well as their parents, is that "technology isn't enough" -- the text was just a device to facilitate a real day out, and real emotions and connections are what really matters.
The spot, beautifully filmed in the winding streets of a medieval Italian city, is set to Elton John's "Rocket Man," was directed by Giuseppe Capotondi of Enormous Films, who previously made the ad Papa for Wind. That spot, about a man who decides not to use his smartphone, carried a similar anti-technology message while still reinforcing that the brand is about communication.