Its 'Evolution' TVC focuses on the emotional bonds that unite people, rather than highlight product attributes.
The commercial, developed by Harrison Communications, is composed of a series of poignant vignettes strung together by the use of a mnemonic device, a blue ribbon that is literally the tie that binds. This visual cue was introduced in a commercial aired early last year. In its latest deployment, the ribbon morphs momentarily into an icon or a word expressing a thought or emotion as it joins people, bridging vast distances through the power of voice, imaging and text messaging.
The commercial, whose slogan is 'Making great things possible', took two months to produce, including a five-day shoot in different locations in the country.