The telecoms giant Vodafone has unveiled a £250 million
global advertising assault through Wieden & Kennedy Amsterdam, which
aims to position the brand as being relevant to everyone.
The campaign will kick off on 1 September with a 60-second commercial on
UK and pan-European TV during the Germany versus England World Cup
"This is a crucial step in our plans to establish Vodafone as one of the
world's leading brands," Vodafone's global brand director, David Haines,
said. "The level of spend is such that we are expecting to be in the top
three brand advertisers in each of the markets where we launch the new
The global campaign, titled "How are you?", opens with a girl answering
her phone at a music festival. The ad then flips to a series of sections
that aim to show how Vodafone users can communicate with others. One
shot features a group of girls heading out for a night on the town in a
limousine, with the caption "We're gorgeous". The strapline is: "The
people you need are only a touch away. Vodafone -How are you?"
The television execution was written by Ralf Zilligen and Jon Matthews
and art directed by Todd Schulz and John Boiler. The director was Lenard
Dorfman through @radical.media in London.
The print campaign was written by Zilligen, Matthews and Jessica
Robert Nakata helped Schulz and Boiler with the art direction with
photography by Joel Sternfeld. Media planning and buying is through
W&K was appointed lead global creative agency in May. WCRS will continue
to develop UK-specific ads.