Sometimes things need to switch off, for people to switch on

I literally stopped what I was doing when I first saw this ad. It is a beautiful piece. Everything about it is different. No shouting for your attention. The tranquillity of it all just lures you in. They resist the pressure to tell us what this is for until final frame. And considering the ad is for a mobile network, the sign-off is ballsy, confident and human - "Sometimes things need to switch off for people to switch on".