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.