Vivo has rolled out the seventh edition of its #SwitchOff campaign titled 'The Loudest Dining Tables Are The Happiest', to remind viewers to connect with their loved ones during intimate and bounding moments like the dinner table.

Conceptualised by FCB Neo, the campaign comprises an ad film.

The film is set around a family dinner. A father has cooked a meal for his wife and young son, and as they eat, the boy excitedly talks about his school football match. The father, distracted by his phone, listens only half-heartedly. Undeterred, the boy uses the salt and pepper shakers to act out his game, while the mother listens and engages. When the boy asks what’s for dinner, the father calls it his “Dad’s special.” He lists the ingredients but quickly returns to his phone. The boy says something is missing. When his father suggests adding condiments, the boy points out what’s really missing: Dad himself. The father realises his mistake, puts his phone away, and becomes present. The film ends with a statistic: 91% of children say conversations are easier and more meaningful when phones are kept aside.

What we think about it: vivo’s intent is well-meaning, and the emotional beat at the dinner table lands, but the irony of a smartphone brand repeatedly asking people to put their phones away is hard to ignore. After several iterations of #SwitchOff stretched across festive moments, and beyond, the message now feels overextended, making it fair to ask whether the brand needs a fresher way to talk about connection without sidelining its own product.

The film was released across social media platforms on 16 December.