Vodafone urges consumers to seize the day in 4G ad

Grey London's first campaign for Vodafone UK since winning the entirety of the business earlier this year is a hyperactive effort that promotes the network's 4G offering.

The new spot, called "let’s go", breaks on TV today (10 April) and is backed by cinema, radio, print and digital work.

The ad opens on a young boy trying to dunk a basketball using a trampoline and failing miserably, before moving on to other shots of people doing the things they love. Throughout the ad, a narrator recites rhymes about living life to its fullest.

The ad was created by Jonathan Marlow, Andy Garnett and Yassa Khan, and was directed by We Are From LA – the team behind Pharrell Williams’s Happy video – through Iconoclast.

Daryl Fielding, Vodafone UK’s brand director, said: "People are living increasingly busy lives and are now more dependent than ever on their mobiles to keep them connected. 4G has opened up newer, faster, better ways for people to do the things they love and we wanted to champion that freedom – the freedom people feel to do more, share more and enjoy life more.

"This approach of shamelessly celebrating life’s doers is a great creative platform for Vodafone to build on."

Grey was appointed to Vodafone UK’s roster in 2015 and then was named the lead agency for the brand in February 2015, after a pitch against the incumbent, and fellow WPP agency, Rainey Kelly Campbell Roalfe/Y&R.