Vodafone tries 50 shades of red to launch 5G offer

It’s nice of Vodafone to bring back Virgin Airline’s foxy red cabin crew – sorry, they haven’t, it’s the ’50 shades of red’ you can see in the background.

The big mobile operators are now embarking on their new 5G adventure, a pricey exercise that has led Vodafone for one to cut its dividend (it’s also buying various assets from Virgin Media owner Liberty Global, of which more later.)

Vodafone also a new brand director in Maria Koutsoudakis who’s joined from M&S and this new 5G campaign from Ogilvy has shades of some of the old M&S ‘magic and sparkle’ work – ditched by M&S. It replaces the campaign with actor Martin Freeman, which drew mixed reviews.

So we’re advised to ‘Be Unlimited’ with Vodafone, whereas Virgin Media is telling us to be ‘Unlimiting’ with its bundle of TV, broadband and phone. Have they both hit on the holy grail or can’t they think of anything more interesting to say?

Apparently the point of the new Vodafone approach – as opposed to Freeman – is to create something that hits all those dreaded media touch points, not just people watching TV.

So far, so bland. Nice music from Ms Keys.

MAA creative scale: 4.5.

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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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