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Emotional Vodafone Christmas Ad Shines the Spotlight on Amazing Stepmothers

Creative 409 Add to collection

J. Walter Thompson Lisbon launches powerful spot produced by Krypton and directed by Augusto Fraga

Emotional Vodafone Christmas Ad Shines the Spotlight on Amazing Stepmothers

The new Christmas campaign for Vodafone, created by J. Walter Thompson Lisbon and produced by Krypton, launched earlier this week. More than just an emotional ad, this campaign is a broad reminder that stepmothers are often absent in Christmas campaigns (and other campaigns throughout the year). 

Christmas is that time of the year when families get together. But the concept of family has changed throughout the years, with stepfathers, stepmothers and more.

But unlike stepfathers, the word 'stepmother', is filled with prejudice. It invokes the universal imaginary of the witchy mother, the evil female figure often portrayed in children's’ literature and movies. 

However, assuming that all stepmothers are evil is just a misleading stereotype. Throughout the world, there are certainly a lot of stepmothers who put a great amount of time, attention and love raising stepchildren as if they were their own.

“It is already a tradition for Christmas campaigns to focus on socially relevant issues. We have already talked about divorce, love amongst Seniors and bullying. This year we wanted to focus on stepmothers, a figure that is gradually becoming more present in our families, but is so absent from advertising. This is a campaign focusing on real life that shows that our hearts are bigger than we think," says Leonor Dias, brand director of Vodafone Portugal.

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Advertiser: Vodafone Portugal

Post Production / VFX

Post Production Company: Light Films

Production Company

Director: Augusto Fraga

DOP: André Szankowski

Production Company: Krypton Films


Music Production: Trafalgar Barcelona

Sound Design: Som de Lisboa

Voice: Patrícia Bull

Creative Agency

Account Supervisor: Sónia Reis / Rute Carvalho

Art Director: Raoul van Harten

Business Director: Ricardo Fonseca

Client Service Director: Graça Magalhães

Copywriter: Tiago Cruz

Creative Agency: J. Walter Thompson Lisbon

Creative Director: João Oliveira

Genres: Music & Sound Design, People, Storytelling

Categories: Phones, Consumer Electronics

Wunderman Thompson Europe, Wed, 28 Nov 2018 16:16:40 GMT