Vodafone makes you cry for all the right reasons this Christmas. It also makes you smile. And laugh. Its Christmas commercial looks back at forty years of Vodafone – and the mobile phone. The campaign by Leo Burnett UK highlights that while technology has changed, from brick phones to smartphones, the joy of connecting with loved ones at Christmas remains the same and gives Vodafone a history of connecting the UK to the things they love.
The campaign includes a UK-wide wave of OOH, celebrating the evolution of festive communication over the decades and a four-part social content series fronted by Roman Kemp and his mum, singer and author, Shirlie Kemp, that builds on the nostalgic sentiment of the ad. The series looks back at how phones have changed over the last 40 years, highlighting that despite advances in technology, the feeling of connecting with friends and family has remained the same. Viewers will see Roman and his mum interacting through challenges, such as texting on a Nokia 3310, taking a selfie with a GX10 and communicating only with emojis, while they share nostalgic Christmas-device inspired memories with each other.
Mark Elwood, chief creative officer, Leo Burnett UK, commented, “This campaign takes us back in time – from the first brick phones, early text slang, selfies and video calls – showing that while the tech might have changed (thankfully), the joy of connecting with loved ones at Christmas has stayed wonderfully the same. It’s all about celebrating the moments that really matter, connecting with friends and family.”
Vodafone has played a vital part in keeping the nation connected to their loved ones during the festive season since it began in 1994. The first-ever mobile phone call was made on January 1 1985, and the first-ever text message, “Merry Christmas”, was sent on December 3 1992. Both were powered by the Vodafone network.
Maria Koutsoudakis, brand director, Vodafone UK, stated, “As the nation’s network, we are extremely proud of the pioneering and enduring role we play in connecting the nation. The first text ever sent in the UK was on our network, and it said, ‘Merry Christmas.’ The first phone call was on our network, and it was, ‘Hello, Happy New Year.’ Connecting people at this important time of the year is in the DNA of our brand. This year, we are extremely proud to celebrate those moments of connection that mean so much to everyone at Christmas and how we have helped make these happen for 40 years. Our Christmas TV campaign celebrates those beautiful nostalgic moments enabled by our technology, and the technology itself, in a warm, humorous, and moving way. For me, this story epitomises the critical role we play and will continue to play in the everyday lives of all our consumers, and I hope it triggers a memory in each and every one of us.”
The full campaign covers TV, radio, OOH, YouTube, social, video on demand and cinema. The hero commercial made its on air debut during ITV’s I’m a Celebrity… Get Me Out of Here! On Firday, November 29, and also played during Lionesses’ international friendly vs The US on the following day. OOH, social, YouTube and radio launch onDecember 2.
Credits:
Client: Vodafone UK
Brand Director: Maria Koutsoudakis
Head of Brand: Kshitij Desai
Head of Social: Jordan Stone
Social Brand Manager: Nina Ruberry
Brand & Marketing Manager: Emmeline Manning
Advertising Agency: Leo Burnett
CCO: Mark Elwood
Creative Director: Rob Tenconi
Social Creative Director: Beth Manning
Creatives: Matt Wood & Tom Loveless
Chief Production Officer: Emily Marr
Executive Producer: Megan O’hagan
Producer: Kate Reynolds
Production Support: Sara Gill
Managing Partner: Marie-Louise Robinson
Client Partner: Matt René
Account Director: Alice Pavey
Account Manager: Ellie Glover
Account Executive: Missy Maiklem
Head of Project Management: Emily Patterson
Project Director: Jon Purr
Design Creative Director: David Allen
Planning Partner: Ila De Mello Kamath
Senior Planner: Jenika Tanqueray
Senior Strategist: Ilana Green
Production Company: Smuggler
Director: Tom Speers
Managing Director: Fergus Brown
Managing Director & Executive Producer: Lucy Kelly
Director Of Photography: Suzie Lavelle
Producer: Lucy Gossage
Production Manager: Meghan Young
Editing: The Assembly Rooms
Editor: Eve Ashwell
Audio: 750mph
Sound Design & Mix: Jake Ashwell & Sam Ashwell
Audio Producer: Olivia Ray
Post-Production: Harbor
VFX Lead: Joe Tang
Post Production Producer: Hannah Jarrold
Colour: Black Kite Studios
Colourist: Tom Mangham
Colour Producer: Phil Whalley
Music: Wake The Town
Music Supervisor: Sam MacNamara
Media Buying Agency: Carat
