It’s never too late to connect with the ones you love
For its 20th anniversary, Metro by T-Mobile wanted to emphasize and strengthen its connection with Hispanics who are out there in the day-to-day hustle, always working hard to achieve their goals.
Through a long format video, the brand tells the story of an all-too familiar situation between parents and their children – missed connections. A young Latino man calls his tough and demanding dad every day before going to work, in the hopes of breaking the ice and gaining his approval.
The narrative structure of a continuous call throughout the years adds to the tension between two people who want to engage, but no longer know how. Until the father lets his emotions shine through, showing how it’s never too late to truly connect with the ones you love.
