| Philosophie | We all know that Christmas is a family holiday. However, when the time comes we often spend more time in the shopping malls, looking for presents rather than spending quality time with our loved ones. This year, for its Christmas campaign, A1 gives us a magical holiday story, which shows that the best gifts are not things that you can buy and put in a box with colorful wrapping. They are those special moments and experiences we create with and for the ones we love. What happens when a young man cannot get the attention of the woman he likes, because she is constantly talking on the phone? He finds a way to turn that phone into a link between them. With the help of his family he manages to execute an intricate plan for giving her an unforgettable Christmas gift. The perfect gift, we see here, is not simply a romantic moment under a tree lit up by lights. It is having people in your life who will take the time to do what they know will make you smile. It is having your loved ones come to help you execute a crazy idea. It is you going that extra mile to make someone happy. So, whether your phone will be a barrier or a bridge to the people you love, whether Christmas will be a reason to buy more stuff or a chance to give more happiness, it’s ultimately all up to you. A1’s campaign reminds us that the most important thing at Christmas is the connection - not just being in the same place, but being together, not just hearing but listening to each other. And when there's connection, it is then that wishes really come true. Synopsis: There is a slight difference between listening and hearing. So slight that most of the people around you can’t even distinguish it. Only those who matter can. They know you so well that they will never give you a present. They will just make your wishes come true. And the role of A1 Bulgaria? We are just there to help them. |