When David Gandy, Britain’s highest-paid male model, caught his big break in 2007 as the face of Dolce & Gabbana’s Light Blue cologne, nobody ever could have predicted that one day he’d be taking instruction on set from an eight-year-old. But in the newly-released campaign for kid’s smart watch Neo that’s precisely what happens.
The watch, which is the result of a new collaboration between Vodafone and Disney, allows parents to stay connected with their children’s activity, but enables children to ultimately have their own smart watch so they can call, chat and entertain themselves.
“Neo is the perfect first step on a child’s tech journey, allowing both parents and kids to have fun together whilst giving your little one independence and peace of mind to parents,” says Gandy.
The watch enables its young users to choose from a selection of Disney characters, so they can personalise their Neo, which also enables them to text and access social media.
The concept of the shoot, which is accompanied by a behind-the-scenes video, required Gandy to be directed by eight-year-old photographer Lil J-Peg, as well as an all-child production crew.
“My daughter is growing up so quickly and as she gets older, I know she’ll want to explore the world around her. As technology is rapidly advancing, this of course means it will become part of her life and I want to empower her to do so safely whilst still staying connected with her,” says Gandy.
The Neo was unveiled in December and is a smart step from both Vodafone and Disney, given that the global smart watch industry has been projected to reach £96 billion by 2027.
Neo is available from £99 (plus £7 a month connectivity subscription fee), and is available to buy now.
