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Telecom Italia launches its new institutional campaign with the claim “Emotions don’t change. The way we communicate them does”

The common thread of communication links the protagonist Francesca to the Italians in a journey from the past to the future.

Sixty years of Italian history recounted by Sam Mendes

Telecom Italia’s new institutional video is available for online preview this evening at and on TV from Sunday 27 February

02/25/2011 - 04:44 PM

The link between past and future, the past sixty years of our country’s history through the evolution of telecommunications that have been part of the lives of many Italian generations: these are the narrative elements that identify Telecom Italia Group in this new and important brand communication chapter signed by Sam Mendes, the British film director who won an Oscar for American Beauty.

The institutional campaign, whose claim is “Emotions don’t change. The way we communicate them does” – available for preview on the web from this evening and on TV from Sunday 27 February – tells the story of Francesca and her family, from the Fifties to the present and the near future, against the background of Italy’s ongoing modernisation process, through the common thread of telecommunications. Francesca’s story is accompanied by devices that are or will soon become familiar to us: from bakelite phones to fixed and mobile terminals, to the first modems and finally video communications and tablets, with a finale that welcomes the future.

Every day, Telecom Italia helps Italians to communicate every kind of emotion and – by reaffirming values such as closeness, familiarity and continuity – strengthens its mission of being a leader in technological innovation and a driver of development in our country.

Sam Mendes signs a short film, a real cinematic gem that in a simple and direct way tells us the story of a woman, Francesca, and of things that are a part of all of us: he does not aim to astonish us but to evoke – in a subtle, understated yet upbeat way, accentuated by the Beatles’ “Hello, Goodbye” – the ongoing link between Telecom Italia and Italians.

To strengthen the online dialogue established in the last few years, Telecom Italia’s campaign video will be available for preview on the web this evening from 7.30 to 8.30 pm, and tomorrow, 26 February, from 12.00 to 1.00 pm at the following address:

The campaign will be televised from Sunday 27 February, and will then continue in the press and on the web, also in a dedicated environment accessible from Telecom Italia’s institutional website (, where users can view a “behind-the-scenes” and get all the intriguing lowdown on Sam Mendes’ film.

The cinematographer is Eduardo Serra, who received an Oscar nomination for Girl with a Pearl Earring in 2004. The “historical” environment was recreated by production designer Tonino Zera (Miracle at St Anna by Spike Lee and La prima cosa bella by Paolo Virzì), and by costume designer Gabriella Pescucci, who won an Oscar in 1994 for The Age of Innocence by Martin Scorsese.

A top-flight international crew filmed this story created by the advertising agency SaffirioTortelliVigoriti and produced by Think Cattleya. The short was shot in Spoleto and in Rome at Cinecittà’s Studio 5, the biggest in Europe. Two Telecom Italia employees, chosen at an internal casting, appear as extras in the film, along with the professional theatre actors.


Milan, 25 February 2011


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