One hundred years of innovation and continuous evolution in telecommunications in Italy told in a video on the notes of Mina. Will be on air on TV starting tomorrow, before the traditional end-of-year speech by Sergio Mattarella, President of the Republic, the new TIM institutional spot.
Sung by the exceptional voice of Mina, who reinterprets the song 'This is me' of the musical'The Greatest Showman'- Golden Globes 2018 as best original song and nominated for an Oscar in the same year -, the video, titled 'This is Tim', recounts the centrality of the Group in the technological and social development of the country and looks at the challenges of the future that go beyond connectivity and transform cities into modern Smart cities: from the IoT to the Cloud, up to Data Centers and Artificial Intelligence.
The spot, directed by Luca Josi, TIM's Director of Brand Strategy, Media & Multimedia Entertainment, together with Luca Tommassini, who also oversaw the choreography, underlines TIM's role as a connection enabler to make communication possible, which has always been fundamental in the evolution of man, customs and society. All the elements of the scenes refer to the world of technology and connectivity and their evolution: from copper cables, to rotary phones, telephone booths, exchanges, cell phones, smartphones, optical fiber and 5G.
HISTORY
We start from the 20s with lo skyline of Turin, the city where TIM's path of innovation began, with the fundamental figures of the technicians in the laboratories and exchanges and of the switchboard operators who permitted the first telephone conversations. The journey continues retracing the eras through iconic scenes from the musicals that have marked the collective imagination: the 50s with 'Singing in the rain' and 'Bread, love and …' with Sophia Loren and Vittorio De Sica. The 60s with 'grease', 'Dirty Dancing' and 'Sweet Charity' by Bob Fosse, continuing until the 70s with musicals 'Chorus Line' and 'Hair', in which the protagonists dance around a telephone booth. We then arrive in the 80s, moving on to 'Fame', with the citation of the famous scene of the dancers, who represent the TIM technicians. The video continues with quotes from 'Flashdance' and comes to the present with the most modern choreography. The commercial ends with a collective dance by the entire TIM population in an imaginary landscape represented by iconic monuments and architectures of our country.
Realistic and imaginative atmospheres, refined sets with innovative stage effects, refined costumes with attention to the smallest details, cinematic visual effects make this commercial original and unique in its kind. The spot, scheduled until January 6, will be broadcast by all television stations in the full version of 3 minutes and 49 seconds. This will be followed by a TV plan cut to 60 seconds before and after the message from the President of the Republic.
There will also be radio airplay of Mina's complete song and a press, digital and digital OOH campaign with iconic and high-impact systems in Rome and Milan.
