The Magic Box - NOS Christmas Ad 2018 - NOS | Clapboard Ad Archive

The Magic Box - NOS Christmas Ad 2018, created by Havas Portugal for the leading Portuguese telecom brand NOS, is a poignant narrative that captures the warmth and wonder of the holiday season through the unexpected friendship between a young boy and a small mouse. This campaign situates itself firmly within the Electronics and Technology sector, leveraging the brand’s core values of innovation and human connection by weaving these elements into a heartfelt story that highlights how technology enables moments of magic and closeness in everyday life. The film’s creative execution, classified by Clapboard as FORMAT#5—Exemplary Story, employs storytelling where the product is integral to the emotional resolution and narrative arc, rather than a mere backdrop or symbolic device. Through its visual style and emotive storytelling, the campaign evokes a nostalgic yet fresh feeling of joy and discovery, aligning NOS’s technological offerings with the emotional fabric of Christmas, a time synonymous with togetherness and meaningful relationships. The Magic Box’s singular media asset distills this concept into a compact, emotionally resonant film that positions NOS not just as a service provider but as a facilitator of genuine human connections powered by technology. The campaign’s approach sidesteps typical product demonstrations or celebrity endorsements, instead choosing to spotlight the brand’s role in enabling connection and wonder through subtle narrative integration, which strengthens its relevance and memorability in the crowded holiday advertising landscape. The campaign earns 54/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how technology brands can harness narrative-driven storytelling to humanize their services and create emotional resonance during culturally significant moments, thereby elevating the category’s creative expectations and strategic potential.