A family gathering at Christmas does not necessarily mean that everyone is truly present in the moment. In the new holiday campaign by Deutsche Telekom, a grandfather is surrounded by his loved ones, but his thoughts remain with his late wife and the Christmases they once spent together. His granddaughter Lily notices his sadness and, through playful childhood imagination, gradually brings him back to the people and moments that are still part of his life.
Agency INGO Stockholm builds the campaign Take Time to Connect, around this story, presenting attention and time spent with others as something increasingly difficult to preserve in everyday life filled with obligations and distractions. Instead of an idealized image of family holidays, the campaign draws on feelings that often go unnoticed even when we are surrounded by people.
In the commercial, directed by Léo Cannone, the grandfather and granddaughter’s play turns into an unusual visual experience. The space around them transforms into an imaginative world where time seemingly stops, leaving them alone in the moment they share. Returning to reality does not erase the grandfather’s sadness or memories of his wife, but it changes his relationship with those who are now by his side.
The campaign also stands out in the way this idea was brought to life visually. Artificial intelligence was used to create the commercial’s visual world and accompanying campaign materials, in collaboration between director Cannone and AI studio New Forest. Production was handled by FEEL Films, while Time After Time by Cyndi Lauper was chosen as the soundtrack. The song’s connection to themes of love, memory and mutual support further emphasizes the relationship between the past the grandfather mourns and the present his granddaughter is trying to bring him back to.
For Deutsche Telekom, the campaign continues a communication approach in which bringing people together is viewed as something broader than the technological ability to communicate. Previous Christmas campaigns addressed overcoming social barriers and finding the courage to reconnect, while this year’s campaign focuses on the quality of time we spend with the people who are already by our side.
The campaign launched on November 2 in Slovakia and will cover a total of ten European markets: Germany, Greece, Croatia, Montenegro, North Macedonia, Austria, Poland, Slovakia, the Czech Republic and Hungary.
Versions of the commercial have been prepared for different formats and platforms, while communication is planned across television, outdoor and print advertising, digital channels, social media and cinemas.
