Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Vodafone and WPP’s Team Red (comprised of O&M and MEC) are launching their first integrated brand campaign since Vodafone moved its £50m UK creative account to O&M London from its WPP stablemate Grey London in January this year.

Fronted by British actor Freeman, the film highlights the brand’s recent abolishment of roaming charges in 50 destinations and was directed by Daniel Kleinman.

It was filmed in Pollensa Majorca, the private island of La Fortaleza stretches across 25,000 square feet of manicured gardens and was recently used to film the BBC’s The Night Manager series.

The TV campaign places connectivity at the centre of the brand story, with a light-hearted take on one man’s bid to unsuccessfully help out a friend at a wedding.

Freeman – whose character is known as Mr Interruption – warns his friend against heavy data charges incurred abroad if she uploads her film of the married couple's first dance on her smartphone.

A follow-up film called "The excuse" will air across Vodafone UK’s social channels today and gives viewers a more in-depth look at Freeman’s humorous take on the event that took place at the wedding in the original TV spot.

The integrated campaign launches this Friday at 8.45pm on ITV during Coronation Street, and will feature TV, social, radio, press & digital executions. The films will also be available to watch online via Vodafone’s YouTube Channel from today.

The spot was created by Richard Barrett and James Manning at O&M and directed by Kleinman through Rattling Stick. 

Ogilvy's first work for Vodafone was launched in Febuary with a TV ad, "Amy's birthday", in which a man stays on the phone all day in order to get concert tickets for his daughter.

Bilge Ciftci, head of brand at Vodafone UK, said: "The central message of the campaign demonstrates how we are removing any barriers that stop people from connecting and communicating in a way that suits them.  The character -

"The character – Mr Interruption enables us to show this, in a light-hearted and humorous manner."