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31 January 2020

Tchau, Carlos!

by Andrew MacGregor


Vodafone: “The First Day” - 1 min 34s

This Portuguese ad for Vodafone unashamedly - and successfully - tugs at viewers’ heartstrings, as the brand depict a middle-aged man’s last day at the office. Sensitively handled by director Paco Cruz, the ad sees Carlos touch base with an old contact. As evidenced by the state of the business card (“Nobody keeps those around anymore!”) found in Carlos’s desk, it’s been a good long while.

What follows is a well-judged farewell sequence that indicates retirement is the last thing Carlos wants to do. Needless to say, Vodafone don’t want to see him tossed on the scrapheap either, and what starts as a bittersweet tribute becomes an ode to second winds. Sentimental yet enterprising work from the brand.


Director: Paco Cruz Ⓟ Ⓦ

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