The idea of going on a boat vacation with your father, his new girlfriend and her son can sound intimidating to most of us. However, stepfamilies can actually also turn out to be special and positive, as this new spot for Swedish telecom Tele2 shows.
With emotion and relatable moments, the film follows a couple and their children from previous marriages as they try to find common ground on a sailing trip. After a more than rocky start, they are eventually brought together by time and the wonders of modern technology, making literal use of Tele2’s tagline Unlimited Together.
The spot was created by M&C Saatchi in Stockholm, directed by Martin Werner and produced by Copenhagen-based Bacon.
Credits
Client Tele2 Agency M&C Saatchi Stockholm Linda Elers, creative director/copywriter; Alexander Elers, creative director/art director; Robin Wiman, art director; Anton Haag, Daniel Kopman, final art. Always Frank Mattias Colden, agency producer. Production Company Bacon, Copenhagen Martin Werner, director; Samuel Cantor, exec producer; Kasper Tuxen, DP; Nicholas Perry, production manager. Production Services Juice Films Carmen Amos, exec producer; Karen Kloppers, producer; Kelleigh Wessels, production manager; Mel Jullies, production coordinator; Courtney Savage, jr. production coordinator; Tony Tex, 1st AD; Bernard Akogu, Nyasha Chirambaguwa, Frank Davids, production assistants; Jurgen Painczyk, DIT; Dean Engle, drone pilot; Mary Minty, art director; Faye MacNally, props master; Carol Harding-Goodman, props. Postproduction Peter Brandt, editor. Color Bacon X Hannibal Lang, colorist. VFX Bacon X Sound Design Ballad Adrian Aurelius, sound designer. Music “The Letter” by Brady Daniell-Smith. Sony Music Publishing Viktor Waldas, music supervision.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
