‘Neuron’ Seeks to Inspire and Reflect on the Importance of Connections

As a culmination of Telefónica's centenary year, the company launched, together with the agency &Rosàs and production company CANADA. This advertisement seeks to inspire and reflect on the importance of connections. The main message is the comparison between the functioning of the brain and the way human beings, united, can imagine and build a better future.

Director Nicolás Méndez explores how neurons need to create circuits to think, imagine and dream, and how this dynamic is reflected in society: the more connected people are, the further they can go together. With this proposal, the multinational telecommunications company reaffirms its commitment to innovation and its role in the evolution of society through technology, highlighting that true transformation occurs when all people can unite and dream together.

Miguel Ángel Duo, executive creative director, said, "in times of machine learning, big data and AI, it seemed beautiful to us to use something as tiny as a neuron to talk about the gigantic power of human imagination". For his part, Jordi Luna, creative director of the campaign, states, "Science shows that we are biologically programmed to connect. Inspired by neuronal connections, we created this campaign that dreams of a collective consciousness that drives common progress."