"You live longer with a phone"

06/06/2008 - 00:00 AM

  • "You live longer with a phone"
- + Text size
Print

One of the most popular ever SIP/Telecom Italia campaigns was a TV advert with the slogan "You live longer with a phone". Actor Massimo Lopez played the role of a man waiting to be executed in a desert fort manned by legionnaires.

The advert harked back to the little dramas played out on Italy's early advertising showcase Carosello, where ongoing narratives made these commercials more or less into mini-serials. Such was the success of the campaign that it provided the template for later campaigns.
The campaign won a host of awards, including a 1st prize "Telegatto d'oro", Key Awards, the Silver Plaque for Communication, Agorà d'oro, and Grand Prix Pubblicità Italiana (1993).