Shades of John Lewis in this commercial, which has a touching soundtrack and depicts a young girl very attached to her Fisher Price phone. As she reaches adolescence and young adulthood, the phone is downgraded to the attic, but when she becomes a mom, her own daughter loves the same toy just as much.
The announcement, from Publicis Conseil for Orange France, encourages us to give our phones a second life. It was directed by veteran Frédéric Planchon, whose recent work includes the Publicis 2019 commercial for Renault, “The French Exchange” and the Cadbury campaign for VCCP.
Marco Venturelli, president in charge of creativity at Publicis Conseil, declared: “To deal with a subject like the second life of mobile, it seemed essential to me to show a story of transition: it is time to see the world at through the eyes of those who will experience it.
The announcement will be broadcast in France and elsewhere in Europe where the Orange brand survives: Belgium, Spain, Luxembourg, Moldova, Poland, Romania and Slovakia.
MAA Creative Scale: 7
