Influx stumbled across this TV spot from the Orange mobile phone network in the UK.
It's a couple of years old, but still a great example of a brand taking the high ground and standing for something bigger than itself.
Here Orange, a phone company, is brave and bold enough to suggest that people turn their phones off once in while.
Refreshingly it's not selling you a plan, but a philosophy, a piece of wisdom that makes you feel better about the brand.
It reminds us just how powerful a television ad can sometimes be.
In a world of diminished attention, this type of messaging might work better than the screaming, shouting and flashing of prices that consumers are rapidly growing immune to and don't believe anyway.
However, it requires knowing what your brand stands for and if you don't, being prepared for a journey that requires bravery, stamina and perhaps a duration of time that's a little longer than the 22-month tenure of the average CMO.
For those of you searching for inspiration for this journey to uncover your brand's purpose, perhaps this piece of classic British advertising can help.
