Forever Falling Phone Follows a Love Story in BETC Paris' Bouygues Telecom Spot

Bouygues Telecom, the French telco, has launched its 'Sustainable Smartphone Solutions' for its clients to extend the lives of their smartphones. It is a programme built around four propositions: trade-in, recycling, refurbished smartphones and repair. Any Bouygues Telecom subscriber will be able to repair their smartphone at a discount rate up to two times per year.

Getting mobile users to repair rather than to replace their devices is the behaviour change that Bouygues Telecom wants to create with this ad from BETC Paris.

In the commercial, a woman and a man meet for the first time while trying to catch a falling phone. It's love at first sight. Over the years, we get to follow their lives throughout big and small moments, always through the slow-mo point of view of the same smartphone. 'Fallin'' by Alicia Keys serves as the soundtrack and drives home the message of the spot.

Directed by Vellas and produced by Frenzy, the campaign started airing on September 17th on French TV.