Vodafone has unveiled a new creative platform, heroed by the brand’s latest face Roman Kemp driving an ice cream van across the UK.
Set to premier during Britain’s Got Talent, the 60-second spot created by Leo Burnett (the agency’s first for the broadband firm) follows the Vodafone-branded ice cream being driven through the country in British summertime, illustrating the breadth of Vodafone’s coverage.
It shows friends together relaxing in pub gardens, on windy beach days and spotlights small businesses, as well as celebrating events including Glastonbury and Wimbledon.
Leo Burnett snagged the creative account for the brand in January.
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The campaign will also be supported by billboards across every major UK city, including London, Birmingham, Edinburgh, Cardiff, Belfast, Liverpool and Newcastle.
They each contain sport taglines demonstrating how the broadband service can bring people together, for example “Pin drop it like its hot”, “Live streaming, ice screaming”.
“Over the past 40 years we have built a network that the nation has come to rely on to keep them connected to the people, businesses and places they care about,” said Vodafone UK brand director Maria Koutsoudakis.
She added that they had a portfolio of partnership with an array of iconic UK brands and events including Glastonbury, Welsh Rugby Union and Wimbledon.
“We wanted to illustrate how Vodafone connects and strengthens the bonds that bind us all. The result is work filled with heart, hope, and togetherness. After all, connecting with others is a salve for negativity, and we’re tapping into that this summer,” said Leo Burnett chief creative officer Mark Elwood.
