The spot belongs to the cycle of Vodafone Relax, starring "Bruno", a brown bear, as mascot. It features a new Vodafone tariff plan, which let you send 250 messages and talk for 250 minutes for 9,90 € per month. In addition, you have got also 2 months of free Internet connection from your mobile phone. It is addressed to everybody and aims at inviting as many people as possible to switch to Vodafone.
The spot represents Bruno skating on ice and performing acrobatic exercises. Around him there are some amazed people. At the end of his performance, he asks for his mark: he is told it is 250. Then he jokes saying that with Vodafone his mark is doubled.
The thesis of the advert consists of two promises; the first is directly connected to the concrete result, the other is psychological. The first promise is that if you choose Vodafone, you will be able to communicate to everybody without limits. The power "will be given to the consumer", as said at the end of the video.
The second promise derives from the interpretation of the advert. I think that the bear symbolizes the Vodafone user, while his audience the users of the other companies. Indeed, Bruno is depicted in a way so that he appears relaxed, pleasant, always connected; he is a step ahead of the others and he always draws the attention on himself. All these qualities correspond to some of the most common values in society: reputation, friends, success and tranquility. They derive from Vodafone's help, and let Bruno "double his mark", that is be more successful. Therefore, it follows that one must choose Vodafone in order to reach the qualities. The object advertised is presented as if it is an indispensable element for one's life. It can be compared to the magic tool used in fairy tales to overcome the obstacles and the enemies.
In my opinion, a bear was chosen as mascot because it is considered a cute and sweet animal in popular western culture; therefore, it can draw better the audience's attention to the advertisement. On the other hand the setting of an ice skating rink is used both to recall Christmas and to connect it to bears, which normally live in cold regions. In turn, the rink is staged in Piazza del Popolo in Ascoli Piceno; this location has been previously used in other spots (like the one of Fiat 500 in 1998 and the one of Telecom impresa semplice in 2012).
The spot wants to create amazement in the audience; indeed words connected to the verb "sorprendere" are frequently repeated. Music is present only in the final part of the spot, where the offer is described, to appeal to the audience's irrationality. On the contrary, in the first part music is absent to increase the effect of surprise. I think the peculiar aspects of the ad that make it Italian are the setting, the reference to sports and the dubbing made by a famous Italian actor.