The Spot: Small World After All

Lonely figurines joyfully connect in this sublime broadband and phone ad from England

GENESIS: TalkTalk sought to meld the practical and the emotional—to suggest its affordable broadband and phone service allows more people to feel the joy of being connected. CHI & Partners began with a new theme, "A brighter home for everyone," combining warmth with the value proposition. Then, for the TV ad, it devised a charming, fanciful conceit of tiny homes within a home, populated by figurines, handcrafted and filmed in stop motion, who envy their human owners and dream of reaching one another. Their variety suggests TalkTalk really is for everyone, while their shared delight at finally, magically connecting—to the rousing crescendo of "Unchained Melody," by the Righteous Brothers—casts a glow upon the brand as a sponsor of enchantment.

@nudd Tim Nudd is a former creative editor of Adweek.