Moving Italian Telecom Ad Features a Man Who Doesn't Use His Smartphone

Technology Isn't Everything, Says Wind in O&M-Created Spot

Published On
Sep 04, 2014

Editor's Pick

This film from Italian telecom brand Wind isn't about the benefits of technology or smartphones; rather, it's the opposite. A kind of antithesis to an Apple ad, it features an Italian man deciding to return home from London to visit his father. As he remembers scenes and places from his childhood, he almost uses his smartphone to get in touch with his father, but then decides against it.

It's only at the end of the ad, when he finds his father, that they actually communicate as the endline tells us "technology isn't everything."

The four-minute spot, by Ogilvy & Mather Italy and directed by Giuseppe Capotondi is emotionally stirring and showcases the brand's products -- even without capitalizing on how great it is to send emails and texts.


Sep 04, 2014
Agency :
Ogilvy & Mather - Italy
Brand :
Client :
Creative Director, Producer :
Mercurio Cinematografica
Executive Producer :
Francesco Pistorio
Producer :
Danielle Joujou
Director :
Giuseppe Capotondi
Director, Photography :
Tat Radcliffe
Editing :
Guido Notari
Chief Creative Officer :
Giuseppe Mastromatteo
Chief Creative Officer :
Paolo Iabichino
Creative Director, Art Director :
Giordano Curreri
Creative Director/ Copywriter :
Marco Geranzani
Producer :
Francesca D'Agostino
Video Post Production :
Corte 11
Audio Post Production :
Top Digital
Music :
"To Build a Home" - Cinematic Orchestra

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