Behind the scenes of Vodafone's Martin Freeman ad

Campaign spoke to Bilge Ciftci, brand director, Vodafone UK and Caroline Welsh, head of brand and comms, Vodafone UK about their new ad starring actor Martin Freeman.

The ad, which launched on 26 May and was created by Ogilvy & Mather, stars Freeman as a wedding guest who interrupts the happy couple's first dance while warning his friend about incurring data charges abroad.

Bilge Ciftci, brand director, Vodafone UK said "The nature of the relationship between the client and the agency has to be one of a true partnership.

"There came along Ogilvy & Mather and our new agency structure that we are setting up with them, Team Red, an exclusive, let's say boutique agency within Ogilvy that's soley working with us as a client."

Caroline Welsh, head of brand and comms, Vodafone UK said: "I mean everyone wants to make a great TV ad but it's about making sure we're looking at second viewing at the same time; how customers are consuming content.

"We understand it's not just one long play out, we need ro be in the right place at the right time and we need to engage. But most importantly we need to disrupt."