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So many of us are guilty of addiction to cellphones these days that we need to tell people to put them down occasionally.
In a film for the Brazilian equivalent of Valentine's Day, (Dia dos Namorados, celebrated June 12), Telefonica-owned telecom network Vivo uses a story about cellphone addiction to show how phones can actually connect us.
The ad, created by Africa and directed by Vellas from Saigon, tells the story of a guy who can't get his girlfriend's attention because she's glued to her phone. So, he texts a series of photos to her, showing first the open front door of their apartment, the hallway and then leading her on a hunt for him across the city. Eventually she finds him in a cafe, hopeful of finally engineering a romantic moment -- that is, after he's meaningfully put her phone face down on the table.
The spot ends with the words: "Live more love. And less everything else."