Vodafone drops the ball in hapless Steve Smith cricket ad

What is it about Vodafone? It’s one of the biggest companies in the UK and a world player but, in its advertising anyway, it seems tone deaf.

Here’s another howler: disgraced Australian cricket captain Steve Smith speaking up for mental health after being dumped “in a dark place” for hatching a plan to sandpaper the ball in a test match against South Africa.

Smith is suspended from tests although not, it seems, from tonking the ball to all quarters for his club (he’s one of the best batsmen in the world.) “Gutsy is calling’ is the name of the ad. Who’s gutsy? Not the hapless Smith surely.

All Vodafone had to say was: no, no, no. Why didn’t they?

MAA creative scale: a golden duck.

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About Stephen Foster

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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.
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