Vodafone is spending £100m on a branding campaign to replace the "how are you?" slogan, created by JWT, with BBH's "make the most of now". This television ad follows a mayfly, whose lifespan is only one day, making most of his short time on the planet. He surfs down a river on a leaf, juggles, plays tennis and gives the love of his life a flower. The creative is based on the proposition that Vodafone can help its customers make better use of their time.