Marketing continues to take a nostalgic turn in this feel-good ad from telecom Orange. The spot actually gives a starring role to another brand, toy company Fisher-Price—namely, its "rolling telephone toy," beloved of '70s and '80s kids.  

The ad, by Publicis Conseil, depicts the relationship between a little girl and her rolling phone. She takes it everywhere with her, but as she grows up it goes the way of many a plaything, relegated to the shelves and then the attic (a tale we all know well, thanks to "Toy Story"). However, later on, as a mother, she digs out the phone and gives it to her own child. The ad was directed by Frédéric Planchon of Iconoclast and is set to an original track, "Thirteen Thirty Five," by Dillon.

The ad promotes Orange's European initiative to give phones a second life by encouraging the return or recycling of old devices, as well as the repair or purchase of reconditioned phones. The brand wants to raise awareness of the environmental impact of phones, which are made of plastic and glass, but also of non-renewable natural resources. In France, it is estimated that more than 100 million phones are currently languishing in drawers. 

The spot is airing in France, Belgium, Spain, Luxembourg, Moldova, Poland, Romania and Slovakia, and is accompanied by a press, digital and outdoor campaign.