The 33-year-long commercial

Creative idea

The creative idea was to turn a historic icon of Italian advertising—the 1993 Fortino—into a narrative device to express the brand’s evolution from telco to multiservice platform. Not nostalgia, but a bridge between past and future. By airing the original commercial without explanation and reverting all brand channels to their 1993 identity, we created an unexpected cultural moment. The rebooted Fortino, directed by Paolo Genovese and starring Massimo Lopez, renewed a familiar story around the promise “One connection extends life.” Strategy shaped form and rhythm, deliberately breaking telco category conventions and engaging multiple generations.

Brand name: TIM S.P.A.
Advertiser / client: TIM S.P.A.
Product / service: TELECOMMUNICATION
Campaign name: The 33-year-long commercial
Agency network: Havas
Agency: Havas Milan
Media agency: TIM S.P.A.
Production company: THINK CATTLEYA
Agency chief executive officer: Caterina Tonini
Executive creative director: Antonio Campolo, Luigi Fattore
Art director: Federico Appoggetti
Copywriter: Stefano Pacchioni
Account director (agency): Maria Chiara Tolu
Strategic planner / strategist: Francesca Travisi
Director: Paolo Genovese
Director of photography: Alessandro Ubaldi
Agency producer: Ascanio Capparoni
Additional company: Alasdhair Macgregor Hastie, VP & Executive Creative Director BETC Paris & Creative Chairman Havas Milan Elena Kalogeropoulos, Client Business Partner Havas Milan Alessandra Marinacci, Head of Brand TIM Sandra Aitala, Head of Brand Strategy, Media & Communication TIM