A father lovingly cautions his daughter about the digital world in this tear-jerking telecom ad

Campaign by Orange encourages responsible use of tech, with tools to match

Published On
Sep 16, 2019

Editor's Pick

French mobile giant Orange is the latest telco to encourage responsible use of its smartphones, starting with a spot that touchingly charts the relationship between a father and his teenage daughter.

The ad, created by Publicis Conseil and directed by Katia Lewkowicz, is centered around the father wrapping up a smartphone as a gift for his daughter, thinking about the implications as he does. We see scenes where he's telling her to get off her laptop or tablet, or watching friends glued to their phone or obsessively following make-up tutorials. He encourages her to appreciate the real world that's out there, and be "careful" but "don't be scared."

The film is nuanced and not too preachy: "I know I'm not perfect either," the father says as we see he and his wife busy on their phones as the kids have fun, or deciding to clap during her dance performance while other parents shoot it. The film ends with him handing over the new phone, to her delight, at a scenic spot. His voiceover reads, "Promise me you'll never forget how beautiful this world is."

It's a subject matter that will doubtless strike a chord with many parents of teens, grappling with the dilemma of letting their kids have modern technology or protecting them from it. 

The two-minute version of the film aired on French TV channel TF1 last night, and the campaign will be rolled out across all of Orange's 27 countries across TV, cinema, digital, print and outdoor. 

Orange has launched a series of tools across its products to encourage responsible use of tech. They include a "pause internet" button that can suddenly cut off the family wi-fi, parental control apps and a "do not disturb" feature for drivers. 

 

 

 

Credits

Date
Sep 16, 2019
Client:
Orange
Agency:
Publicis Conseil
Executive Director Communication and Brand:
Béatrice Mandine
Global SVP Brand & Sponsoring Director:
Jean-François Rodriguez
Global Brand Advertising Director :
Séverine Nübel
Global Project Leader:
Laëtitia Fruchier
Head of European Advertising:
Charlotte Bowrey
Head of SSA Advertising:
Sekou Bah
Creative Director:
Christian Bony
Music Brand Manager:
Vrej Minassian
Global Media Manager:
Géraldine Grümmer
CEO of Publicis Group :
Agathe Bousquet
CEO of Publicis Conseil :
Marco Venturelli
Art Director:
Paul Garnier
Copywriter:
Tobias Fant
Account Manager:
Magali Bergeroux
Account Manager:
Carla Cabalfin
Account Manager:
Hafida Derouiche
Account Manager:
Jeanne Lemarchand
Account Manager:
Margaux Jorelle
Strategic Planning:
Little Libby
Strategic Planning:
Carole Colin
Strategic Planning:
Stéphanie Jacquin
Agency Producer:
Sarah Bouadjera
Production Company:
Grand Bazar
Director:
Katia Lewkowicz
Executive Producer:
Juliette Desmarescaux
Line Producer:
Hugo Merival
Director of Photography:
Jake Scott
1st Assistant:
César Chabrol
Stylist:
Sonia Philouze
Decoration:
Clement Price-Thomas
Post Production:
Mikros & Prodigious
Post Producer:
Franck-Hervé Marc
Editing:
Thierry Hoss
Color Grading:
Arthur Paux
Sound Producer:
Joel Tessonneau
Sound Producer:
Thomas Anduze
Business Affairs:
Marine Le Vergos
Business Affairs:
Laura Salehi

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Project Type