Vodafone’s new UK campaign by Leo UK makes the telco “feel like home”. That’s a powerful asset for a telco appealing to families who bundle. First Term is nothing like wildly creative. Instead, it’s a sequence of everyday moments you’ve probably had. It gives Vodafone ownership of family connection in a “warm hug” relatable way. The campaign coincides with a refresh to Vodafone Together, that rewards families who choose to take multiple mobile plans from Vodafone with value unlimited 5G plans from £16 per month. Each additional mobile line added to their plan will save families over £400 across two years.

The campaign film, directed by Blink’s Bob Harlow, is set to Deacon Blue’s iconic track, Real Gone Kid, targets switchers and value‑seeking audiences. It launched on February 1 and will span TV, major streaming platforms including ITVX, Channel 4, Prime Video, Netflix and Disney+, YouTube, radio, social channels and online display. The TVC will air first during the Manchester United versus Fulham Premier League match.

Brand ambassador, Roman Kemp, will also front a series of social and YouTube videos, using custom Memojis to demonstrate how families can save money by bringing their plans together with Vodafone Together.

Maria Koutsoudakis, chief brand officer, Vodafone UK, commented, “Vodafone Together is designed to make staying connected simple and affordable for families. By bringing their family to Vodafone, households can enjoy  great value unlimited 5G plans from £16 a month, saving over £400 on every additional line across two years. Our new campaign, ‘First Term’ brings this to life by showing how great value and reliable connectivity help families stay close wherever life takes them.”

Mark Elwood, chief creative officer, Leo UK, added, “Across the country, Vodafone Together helps families stay connected in an affordable way. First Term brings this to life by showing the everyday moments of family connection – the small interactions that keep people in touch and often mean the most.” 

Credits:
Client: Vodafone
Advertising Agency: Leo UK
CCO Mark Elwood
Creative Directors: Mark Franklin, Rob Tenconi
Copywriter: Alice Pearce
Planner: Katie Mulligan
Managing Partner: M-L Robinson
Business Director: Charlotte Elwig
Account Team: Sophie Keattch, Walker Hill, Felicity Anniss
Agency Producer: Persephone Withnell

Media Buying Agency: Carat
Media Planner: Rupert Beck

Production Company: Blink
Director: Bob Harlow
Producer: Corin Taylor
Editor: Eve Ashwell

Post-Production & Audio Post: Harbor
Post-Production Producer: Abi Klimaszewska