Vodafone is one of the world’s largest telecommunication companies, headquartered in London. Its name comes from voice data fone,and it highlights the company’s provision of data and voice over the phone. Since its establishment in 1982, Vodafone continued to evolve and develop, entering new markets and keeping up with all the new technology. Vodafone has accustomed us with creative ads and in the last couple of years, with emotional ones. This time, Vodafone UK underlines the importance of emergency responders in emotional ad, entitled The Call.
The Call by Vodafone UK
Ad agency Grey London takes an unconventional approach for Vodafone, by spotlighting British emergency responders, more than three quarters of whom use Vodafone’s services. If 77 percent of the emergency services are with Vodafone, the message is simple yet memorable : if it’s good enough for them, it’s good enough for us.
The powerful and emotional spot shows firefighters at the scene of a car crash, fighting a blaze which seems to worsen before it can be kept under control. At the same time, the voice of the main firefighter’s wife is heard. Her lines are simple, yet have a strong emotional appeal to anyone: People say, ‘But don’t you worry?’ And I go, ‘Well, no, it’s just what they do. It’s what they’re trained to do. They’re used to it. And so are you.’ But even after 27 years, you still want a call or a text. It’s never, ‘I love you. I’m OK. I’m safe.’ It’s just, ‘What’s for dinner?’ ” She closes by gently chiding, “Daft beggar” .
Grey London’s Creative Director, Vicki Maguire, is the voice of the wife. She says of the ad: The repositioning of a network away from the handset and the fun of the Internet—dancing cats, animals on wheels, that kind of shizzle—to a strength of the network is a brave one”.
This is Grey London’s first ad for Vodafone, since they’ve won the UK account. What do you think of this ad for Vodafone? I for one, really like the idea of emphasizing the wife, as I think that the wives of emergency responders are just as brave as their spouses, who fight on the front line.
References: adweek.com, thedrum.com
Photo : adweek.com
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