BMP DDB has created the latest TV spot for Vodafone's 'Pay as you talk' campaign. Part of a pounds 12 million marketing drive, the ad sees the return of front-man Hamish Clarke from the TV sitcom Monarch of the Glen.
The execution attempts to demonstrate the radically different habits of users to assure potential customers that, no matter how weird they are, Vodafone has a pre-pay tariff to suit them.
The 40-second commercial, which breaks on 23 October, opens with Clarke - 'the 'Pay as you talk' hero' - in his usual white featureless environment. He begins by explaining that people have very different habits when it comes to chatting on the phone. 'Some people go on and on and on ...,' gushes Clarke as the hectic nature of this lifestyle is emphasised by rapid editing.
He then quietly states that others don't want to talk at all and pulls an imaginary light switch to illustrate that some prefer to talk at night.
Clarke really comes into his own when he has to explain why people need a phone when they get into a spot of bother. 'Some might need a mobile phone ...,' he says, as the camera pulls out to reveal a lion standing on his chest, pinning him to the floor, '... just in case.'
He ends with the information that customers can swap between packages to fit these lifestyles. 'After all, no one likes to be put in a box,' he says, as his white room collapses to reveal him standing on a hill in the middle of a vast plane.
The ad ends with the line: 'However you use your phone, there's a pre-pay service for you with 'Pay as you talk' from Vodafone.' The ad, running until Christmas, will continue to highlight new services available.
Art direction was by Alex Bamford, copywriting was by Dean Webb and John Greenhalgh directed through Stark Films. Media planning and buying was by OMD UK.