Putting out fires? All in a day's work in Vodafone's new ad - but what's for dinner?

What would you be thinking about if forced to put out a raging fire? What's for dinner, apparently, if the new UK campaign by Vodafone is to be believed.

The emotional clip, the first to be overseen by Vodafone’s new director of brand marketing Daryl Fielding, dwells on the network’s support of the UK’s emergency services.

It shows real, off-duty firemen attending to a blazing car on a motorway, with a matter-of-fact voiceover by a fireman’s wife explaining how the first communication she receives from her husband is "What’s for dinner?"

Fielding said: "This is a new approach for Vodafone UK, disrupting the trivialisation of the category. It’s a simple message and one which everyone can identify with – the importance of connectivity and the dependability of Vodafone’s network."

Brand: Vodafone

Client: Daryl Fielding, director of brand marketing, Vodafone

Agency: Grey London

Creatives: Nils Leonard, Vicki Maguire, Jonathan Marlow

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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