Grey puts down a marker with debut campaign for Vodafone Ireland

Vodafone is one of the world’s more desirable accounts, spending £45m in its home UK market and something north of £800m globally.

But producing decent advertising has been something of a trial for the company, despite the best efforts of JWT and then Bartle Bogle Hegarty (the incumbent) in the UK and Argentina’s Santo with the global account.

WPP-owned Grey London has now muscled in with the Vodafone Ireland account.

And the above, by creative Jonathan Marlow and HLA director Simon Ratigan isn’t bad at all; not too ‘Oirish’, in fact quite gritty (for a film set in Ireland) with a soundtrack by The National which sounds as though it could be by U2 at first but, mercifully, isn’t.

Not sure about ‘our network, your playground’ although you can see what they’re driving at.

So should BBH be on guard? Probably it should.

Grey London, despite its ancient reputation, is producing some decent stuff these days and WPP would just love to bring Vodafone back into the fold.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.