BMP favours words in Vodafone ads rethink

By EMMA HALL, campaignlive.co.uk, Friday, 03 October 1997 12:00AM

Vodafone has jettisoned its celebrity spokesman, Kyle MacLachlan, in favour of an advertising campaign promoting a new proposition: ’The word is Vodafone.’

Vodafone has jettisoned its celebrity spokesman, Kyle MacLachlan,

in favour of an advertising campaign promoting a new proposition: ’The

word is Vodafone.’



The pounds 15 million through-the-line campaign has been created by BMP

DDB, and includes the agency’s first direct marketing work for Vodafone.

It aims to underline the rebranding of the Peoples Phone and Talkland

outlets, and to promote the company’s new identity and logo.



A 60-second commercial builds on Vodafone’s pioneering history, posing

the question, ’What are words worth?’, and taking a look at a series of

evocative situations. The poignancy of each scene is highlighted by a

one-line explanation using lines including ’first words’, ’careless

words’, ’mum’s the word’ or ’words of joy’, which are contained within

the recognisable red speechmark of the new Vodafone logo.



The spot, written by Mike Hannett and Dave Buchanan, ends with the

campaign line: ’The word is Vodafone.’ It was directed by Leonardo

Ricagni through Great Guns.



A poster and print campaign supporting the TV work breaks this week,

starting with a series of 12 teaser ads. One poster asks: ’You sure it’s

left at the lights?’, while another says: ’Don’t move. I’m on my way.’

Some are even more obscure, using only punctuation or numbers.



Mark Reddy, BMP’s joint head of art, explained: ’The press and poster

campaign features a panoply of strange and wonderful expression. The

typography differs in each ad. They come together with the red

speechmark property and the modern, metallic background.’



Media is planned and bought by BMP Optimum.


This article was first published on campaignlive.co.uk

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