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Vodafone – The Joy Of Connection

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Creating a holiday ad with heart, a grandfather keeps up the family polar plunge tradition alive while his grand-daughter is abroad.  

Using video chat, the elderly grandfather drives across town, holds his phone out to neighbors and friends, and shows his grand-daughter the icy waters of the ocean. He puts the phone in a waterproof case, holds it up, and then runs into the freezing water.

Using first-person POV shots, the sweetly subtle story of connection and love is a poignant reminder to call your family. Crafted by SMUGGLER for agency Grey/London, The Joy of Connection feels absolutely seamless and natural. With performances that are earnest and open-faced, as well as a nuanced use of documentary-style follow-along camerawork, Vodafone’s restrained new ad is without pretense or pretension.

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