A new spot for Brazilian mobile brand Vivo, created for the country's Father's Day, charts the relationship between a father and son over many years, and suggests that technology plays a vital role.
The ad helmed by Mexican director Enrique Escamilla of Delicatessen Filmes, begins with the son as a baby, and as a little boy very close to his father, with a loving relationship. As he grows up into adolescence and adulthood, the relationship becomes more distant, however. But when the son himself becomes a father, he begins to reconnect with his dad, with technology -- texts, videos, video-calling - playing a vital role. It's set to an emotive soundtrack, created by musician Antonio Pinto, who produced a reinterpretation of a Brazilian classic rock song, "Pais e Filhos" (Fathers and Sons), by LegiÃ£o Urbana.
The message is that today's digital technology can help bring them closer together. Whether or not you agree, with that --- after all, others argue that our constant attention to screens isolates us -- it's a concept the agency, Y&R Sao Paulo, definitely set out to explore. Rafael Pitanguy, creative VP at Y&R, says in a statement: "Technology has made it easier for fathers and sons to say 'I love you,' regardless of their circumstances or age."
Meanwhile the client, Vivo's Director of Image and Communications, Marina Daineze, claims: "Digital tools can make it easier for people to connect with one another so they can have the best real-life experiences."