Ogilvy Italy’s debut ‘Papa’ ad for mobile company Wind puts technology in its place

Is there a bit of a rethink going on about tech/mobile in advertising?

A couple of days ago we had IKEA taking a swipe at a gadget-obsessed world courtesy of BBH Asia Pacific. Now there’s this fascinating longer-form film, ‘Dad,’ from Ogilvy & Mather Italy for new account Wind, a leading Italian mobile provider.

And the message is: ‘technology isn’t everything.’

Compelling stuff but clever too. The copywriter was Marco Geranzani and the art director Giordano Curreri. It was directed by Giuseppe Capotondi for CDP.

Mind you, all this tugging at the heartstrings stuff is making this job harder. Not only are the films longer but assessing whether or not they hit the spot is more demanding too.

Here’s another one, ‘Language of Love,’ from Scorch London For French fashion brand La Redoute.

It’s all too much for a Friday morning……

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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