Mobile phone brand Nokia has taken a seemingly counterintuitive approach to its Christmas messaging, encouraging consumers to switch off their devices through a tear jerking story of grandmother and grandson.
‘Be the gift’ follows the lives of its two protagonists as they separate when the grandson heads to university. Throughout the parties and the lectures, he continues to connect with his nan through his smartphone, sending her photos and using video chat.
Christmas approaches, and the communication appears to dry up. But as the grandma starts to look worryingly forlorn, her grandson runs up her stairs and presents himself for a hug in real life.
The line reads ‘Switch off this Christmas. Give the gift of you’, as the two reconnect on the sofa.
Devised by Mother and directed by Justin Chadwick, the ad will go live on TV and in cinema supported by a wider PR, social, in-store and digital campaign.
Pekka Rantala, chief marketing officer of Nokia’s parent company, HMD Global, said: "As well as demonstrating how powerful our phones can be at keeping us united with our loved ones, we’re bravely declaring that nothing, not even our own products, can beat actually being together."