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Skype Crosses Continents in Evocative Family Spots

July 11, 2013 | Telepresence Options

remembering family


Story and Images by Sam Thielman / AdWeek

When I left Uganda, it was in the middle of the night," says Denis, the newly minted Pennsylvanian in "The Impossible Family Portrait," perhaps the most effective spot in Pereira & O'Dell's series of three new ads for Skype, which is tapping directly into what makes the brand so important to so many people.

It's interesting--advertisers tend to eschew the first-generation immigrant experience because it can be controversial both politically and among people who inevitably feel misrepresented. But Skype is wise enough to recognize and embrace its role as the lifeblood of intercontinental families (full disclosure: including mine), and so the immigrant experience becomes hugely important. Kudos to these guys for having the guts to go with that.

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