2. The insight
For family members who live far from each other, phone calls are the only way to catch up on.

3. The insight
Skype calls could be too technologically complicated for moms and dads, who are not so familiar with high-tech devices. Hence phone calls are more popular.

4. The insight
Family members, especially the elderly, want to talk to their family in a considerably long time.

5. The insight
Family members call each other not for information, but also for the feeling of being somewhat near their beloved, and to hear their voice.

6. The idea
“This is me, and mom. We’re very close. But I’m living far from home.”
The idea for TVC “Have you called Mom today?” is presented as follow.

7. “Though she never says it, I know she misses me a lot. Every day she would sometimes sit by the table, staring at the phone and waiting for it to ring. She doesn’t call as I might be at work.”

8. “She would look at the clock, and feel all the anticipation upon when it’s getting closer to 6 o’clock.”

9. “That’s usually the time I would call, every day.”

10. “She would talk for hours, I guess. There’s nothing special, just how I am, what I was eating, or sometimes she tells about the drama she was watching on TV.”

11. “It’s just like I was sitting there with her in the old living room. No serious talk, just some boring chit chat. But it means the world just to hear her voice on the phone. I know that means a lot to her too.”

12. So… have you called Mom today?