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.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


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

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.