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Personal “Mamá” 2024

Personal “Mamá” (2024) is a Personal commercial directed by Martín Holzman for GUT, produced by Argentina Cine. It won one award: El Ojo de Iberoamérica 2024 Bronze Producción Audiovisual.

A mother repeatedly asks her son for the WiFi password, interrupting his activities, until he renames the network to include her, highlighting the personal connection of home internet.

Video: GUT Agency on Vimeo

Shot by shot

  1. A young man sits at a kitchen table, spreading something on toast, while a woman stands behind him, looking at her phone.© Personal0:00
  2. A mother sits on her bed, holding a tablet, looking at her son who is sleeping next to her.© Personal0:04
  3. A man showers, looking at the silhouette of a woman behind a shower curtain, as if talking to her.© Personal0:09
  4. A mother stands in the background, holding a tablet, while two teenagers in the foreground talk and smile at each other in a dimly lit room.© Personal0:14
  5. A young man with dark hair and a tie-dye shirt smiles at a young woman with curly hair, sitting at a table in a modern room with shelves.© Personal0:17
  6. A mother approaches her two children, a girl and a boy, who are sitting at a dining table doing homework, in a dimly lit living room.© Personal0:19
  7. A young man in a tie-dye shirt looks up and to the right, while a woman holds a tablet behind him in a dimly lit room.© Personal0:22
  8. A young man in a tie-dye shirt talks to a young woman, who is partially visible, while another woman holds a tablet in the background, in an interior setting.© Personal0:27
  9. A young man in a tie-dye shirt looks up and to the right, while a woman in a floral shirt holds a tablet behind him in a dimly lit room.© Personal0:31
  10. A young man in a tie-dye shirt talks to two women, one holding a tablet, in a modern living room at night.© Personal0:35
  11. A mother stands between her two children, holding a tablet, as the children look at each other in a living room.© Personal0:38
  12. A middle-aged woman with dark hair and a floral shirt smiles, then turns away, in a dimly lit room.© Personal0:41

Stills © Personal. Made by GUT, Argentina Cine and Martín Holzman.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Mom keeps asking for WiFi password, son renames it for her.

Tagline: “La internet de tu casa es personal.”

overbearing parentteenager's annoyancetech-challenged parentsecret crush revealedplayful family dynamicrepetition for comedic effect

The cut

Length
54 s
Shots
19
Average shot
2.8 s

What creatives use Personal “Mamá” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Personal “Mamá”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young man sits at a kitchen table, spreading something on toast, while a woman stands behind him, looking at her phone.© PersonalA mother sits on her bed, holding a tablet, looking at her son who is sleeping next to her.© PersonalA man showers, looking at the silhouette of a woman behind a shower curtain, as if talking to her.© PersonalA mother stands in the background, holding a tablet, while two teenagers in the foreground talk and smile at each other in a dimly lit room.© Personal
    Frames from Personal “Mamá”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Personal “Mamá” in order, with its length, framing and what happens in it.

    A young man sits at a kitchen table, spreading something on toast, while a woman stands behind him, looking at her phone.© PersonalA mother sits on her bed, holding a tablet, looking at her son who is sleeping next to her.© PersonalA man showers, looking at the silhouette of a woman behind a shower curtain, as if talking to her.© PersonalA mother stands in the background, holding a tablet, while two teenagers in the foreground talk and smile at each other in a dimly lit room.© PersonalA young man with dark hair and a tie-dye shirt smiles at a young woman with curly hair, sitting at a table in a modern room with shelves.© PersonalA mother approaches her two children, a girl and a boy, who are sitting at a dining table doing homework, in a dimly lit living room.© Personal
    Length: 54 s · Shots: 19 · Average shot: 2.8 s

  3. 03Ad ideas: every spot built on a overbearing parent

    Before you present an idea, you need to know who has done it, and how.

    Personal “Mamá” is built on a overbearing parent. Search the library by idea to see every spot that uses it.

    Geico “Spy”© GeicoCollege HUNKS “Empty Nest”© College HUNKSApple “The Matchmaker”© AppleDietz & Watson “Not Now Ma”© Dietz & Watson
    Geico · College HUNKS · Apple · Dietz & Watson

More commercials by Martín Holzman

  • Stella Artois "0.0% is still Stella Artois - Security" (2026) commercial still© Stella ArtoisStella Artois “0.0% is still Stella Artois - Security” 2026Dir. Martín Holzman · GUT
  • Yahoo "Robert Griffin III Goes Back to College with Yahoo Fantasy" (2026) commercial still© YahooYahoo “Robert Griffin III Goes Back to College with Yahoo Fantasy” 2026Dir. Martín Holzman · BBDO
  • Coordown "Just Evolve" (2026) commercial still© CoordownCoordown “Just Evolve” 2026Dir. Martín Holzman · Small
  • UBER EATS "MEMO" (2025) commercial still© UBER EATSUBER EATS “MEMO” 2025Dir. Martín Holzman · Wieden+Kennedy México
  • Mercado Play "Wedding" (2025) commercial still© Mercado PlayMercado Play “Wedding” 2025Dir. Martín Holzman · GUT
  • F Cancer "Pick Up Your Poop" (2025) commercial still© F CancerF Cancer “Pick Up Your Poop” 2025Dir. Martín Holzman · the community

More from GUT

Award-winning telecom commercials

  • KPN "A Piece of Me" (2024) commercial still© KPNKPN “A Piece of Me” 2024Dir. Emma Branderhorst · Dentsu CreativeEffie Awards Grand Prix 2024
  • Skinny "Friendvertising" (2022) commercial still© SkinnySkinny “Friendvertising” 2022Dir. Dave Wood · Colenso BBDOEffie Awards Grand Prix 2022
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • STC "What Are We Allowing" (2019) commercial still© STCSTC “What Are We Allowing” 2019J. Walter ThompsonDubai Lynx Grand Prix 2019
  • BT "It's Good to Talk" (1996) commercial still© BTBT “It's Good to Talk” 1996AMV BBDOIPA Effectiveness Awards Grand Prix 1996
  • Spark New Zealand "It's Better With Spark" (2026) commercial still© Spark New ZealandSpark New Zealand “It's Better With Spark” 2026Dir. Damien Shatford · Colenso BBDOCiclope Gold 2026

Questions

Who directed the Personal “Mamá” commercial?

Martín Holzman directed it, produced by Argentina Cine, for the agency GUT.

Which agency made Personal “Mamá”?

GUT created it for Personal (2024).

What awards did Personal “Mamá” win?

1 awards, including El Ojo de Iberoamérica 2024 Bronze Producción Audiovisual.

What is the tagline of Personal “Mamá”?

“La internet de tu casa es personal.”

Sources for the credits and awards

elojodeiberoamerica.com