N’abandonne jamais # never give up.  To convey this message of perseverance to students, Oxford notebooks — after exploring the mysterious and magical world of university libraries — now dive into a futuristic world, not so far from our own, where a small robot, welcomed by caring “parents,” takes its first steps on a campus.

Directed by Drake Doremus, the little robot, with determination and persistence, observes, takes notes, analyzes, and finally succeeds in reproducing the unique rituals of its fellow students for a perfect integration.

A 30-second TV spot is accompanied by a longer online version that tells this touching and symbolic story — one that resonates with a new generation that still uses notebooks. Especially since Oxford now offers notebooks with an app that allows users to scan their pages.

Production : U-Man • Director : Drake Doremus • Agency : Dentsu