Jazz casted Grandpa in a TVC for Provident


During winter holidays, “When it is important for you” campaign for Provident continued with a new TVC dedicated to all those special moments.


Jazz started from a seasonal insight: the joy that is emanated when Romanians are gathering together around the Christmas tree and dinner.

The ad was directed by Radu Muntean and filmed in top of a hill, in a beautiful still not easy accessible, Sirnea village – the first location declared touristic village in Romania, in 1968.


We wanted it to come from Romanians’ heart, to make one remember the beautiful moments of the childhood, of going to grandparents, of the love felt, back than, inside the famil

Loredana Banica,

Client Service Director Jazz.

At its turn, the country house used in the ad didn’t suffer any intervention and its beauty is presented fully in the commercial. Moreover, all traditional Romanian meals were present on the Christmas table.


The campaign continues online where, with just one click, the interested ones can discover  other ideas from characters in the spot, ideas that could become, at their turn, beautiful stories.



Agency’s team: Valentin Suciu – Creative Partner, Roxana Panaitescu – Senior Copywriter, Loredana Banica – Client Service Director