Diary: Turkey of the week - Bartle Bogle Hegarty/Vodafone

Kate Nettleton finds the strategy of the new Vodafone spot by Bartle Bogle Hegarty shaky in the extreme:

"Fair enough, it's a nicely executed spot - even if it does look a bit like a Kwik-Fit ad - but I just don't get what a mechanic miming to If I Ruled The World has to do with Vodafone or making the most of now, for that matter. And it's not like the tenuous voiceover helps to explain it either: 'If you ruled the world, nothing would be left unsaid.' I just don't get the point."