Comedian and actor, Ali Wong, confronts an emu in the Australian outback to pan the other big telco spending millions to build towers out there and charging Australians for them. The point of the fun delivery is to ask Australians, “why are you paying for things you don’t actually need?”
The campaign, that relies on Wong’s sharp, unfiltered worldview to engage its audience and cut through category confusion, signals a shift from rebuild to resurgence for Vodafone. The telco is making a confident return to its challenger roots and declaring it’s ready to shake up a category where customers often pay more than they need to.
Vodafone’s message is, “don’t pay for what you don’t need.”
The challenger confidence reflects Vodafone’s recent network expansion, that more than doubled its coverage to over one million square kilometres, now reaching 98.5 per cent of the Australian population.
The campaign will roll out across Australia, covering film, online video, social, and out-of-home, and embedding Vodafone’s voice – bold, challenging and on the side of customers.
Bec Darley, group chief marketing officer at TPG Telecom, stated, “This is a comeback, not just a marketing refresh. We’ve done the hard work to rebuild the fundamentals of the business – improving coverage, simplifying offers and restoring trust. Now we’re ready to show up differently. Vodafone has always been at its best when it challenges the category, and this campaign is a clear signal that we’re back: confident, competitive and focused on what customers actually need.”
Richard Shaw, deputy CCO at Howatson+Company, added, “This is Vodafone leaning into what it’s always done best. It’s asking a very fair question, why are people paying for things they don’t actually use? That’s what gives the work its confidence. It’s direct, a bit playful, and built on truth.”
Credits
Client: Vodafone
Group Chief Marketing Officer, TPG Telecom: Bec Darley
Head of Brand and Marketing: Lisa Cronin
Head of Brand and Partnerships, Devices: Krista Blythe
Brand Manager: Laura Mura
Creative Agency: Howatson+Company
Chief Executive Officer + Founder: Chris Howatson
Chief Client Officer: Katherine Chen
Group Business Director: Louise Brugman
Senior Business Director: Juliet Loneragan
Executive Strategy Director: Katharina Vassar
Chief Creative Officer: Gavin Chimes
Deputy Chief Creative Officer: Richard Shaw
Senior Art Director: Jack Close
Senior Copywriter: Zak Hawkins
Chief Design Officer: Ellena Mills-Stainer
Head of Design: Trent Michael
Designer: Harry Chambers
Studio Lead: Simon Merrifield
Head of Production: Holly Alexander
Head of Music and Sound: Shane Vancuylenberg
Production: Caviar LA
Managing Director: Michael Sagol
Executive Producer: Tova Dann
Director: Neal Brennan
Producer: Dave Bernstein
DOP: Janusz Kaminski
Production Designer: Max Orgell
Post Production: Heckler
Post Executive Producer: Steven Marolho
Post Producer: Coralie Tapper
Lead Editor: Mark Bennett
Head of VFX: Tom Corbett
Colourist: Fergus Rotherham
VFX Supervisor & Lead Flame: Julian Ford
Photographer: Robby Klein
Media agency: Starcom
