Creativity

A Young Boy Bonds With a Bee in an Uplifting Spot for Italian Mobile Network Wind

Ad Continues Emotive Series by the Brand

By Alexandra Jardine. Published on Sep 26, 2017

Editor's Pick

A young boy bonds with a bee in a whimsical new commercial by Italian mobile network Wind.

In the ad, created by Ogilvy Italy and directed by Giuseppe Capotondi of Mercurio, the bee follows the boy home after he rescues it from a jar where some of his schoolmates had rather meanly trapped it. He lets the bee rest on his hand, gives it honey to play in, even takes it on a bike ride and lets it play with bubbles at bathtime. (If you're a little phobic about bees, this may make you feel squeamish -- but there's also something rather magical about it.)

The next day, the bee wakes him by buzzing and he realizes it needs to go back to the wild, so he takes it out to the woods and lets it fly to a hive. The spot, set to a track called "Hero" by Family of the Year, ends with the message: "If there is something without limits, it's our ability to communicate."

It's part of an ongoing series of emotive ads on the theme of communication by the brand, agency and director, which has included 2014's "Papa."

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About

Credits

Date
Sep 26, 2017
Agency:
Ogilvy Milan
Chief Creative Officer:
Giuseppe Mastromatteo
Client:
Wind
Chief Creative Officer:
Paolo Iabichino
Art Director:
Giordano Curreri
Copywriter:
Marco Geranzani
General Manager:
Daniela Morone
TV Producer:
Francesca D'Agostino
Production House:
Mercurio
Director:
Giuseppe Capotondi
Director of Photography:
Marcello Dapporto
Executive Producer:
Luca Fanfani
Producer CDP:
Victoria Rabbogliatti
Music:
"Hero"
Music:
Family of the year

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