Today, Vodafone & WPP Team Red (O&M London & MEC) release a fresh take on a festive romance with ‘A Christmas Love Story’ & the return of Martin Freeman to a new series of short films featuring across TV, digital & social platforms. In this feel-good campaign, Freeman embarks on a seasonal adventure after meeting a mysterious woman on the train. What follows is a journey played out seamlessly across TV and social media, that sees an entertaining line-up of attempts on Freeman’s behalf to ensure their meeting is all but fleeting – a process made seemingly more possible by Vodafone.
The series of short films is the latest instalment of Martin Freeman’s adventures to showcase the breadth of Vodafone products and services on offer, from the freedom to roam in ‘Mr. Interruption’, to the benefits of indoor coverage that sought shelter from harm in ‘The Chase’.
The tale unfolds with Martin Freeman waiting for a train at the platform on a wintry evening, when he catches the eye of a woman sitting next to him watching ‘It’s a Wonderful Life’. What unravels is charming & humorous montage of events, each shown in its own film, which showcase a blossoming long distance romance. From the first call between them, to Freeman’s family discovering this newfound crush & taking it upon themselves to investigate further, to the doubt that creeps in over any possible future between the two, and finally a reunion fitting for any great love story…
The series of films highlight Vodafone’s dedication to helping customers reap the benefits of the digital world in a way that suits them through the launch of:
· PAYG 1: A totally new approach to Pay as you go, giving customers unlimited calls, texts and 500 MB of data without spending more than £1 a day – a UK mobile industry first
· Vodafone Passes: For Pay monthly customers wanting to enjoy unlimited[i] use of their favourite apps, without using up their data allowance. There’s a Music, Video, Social or Chat Pass to choose from, plus a fifth, the Combo Pass, which includes all four Passes in one
The integrated campaign launches today at 9.30PM on Channel 4 during Grand Designs, and will feature ATL, social and digital executions. This marks the start of a Launch Night Channel 4 Station roadblock featuring Ad spots in Don’t Tell The Bride (21.30 on E4), American Ultra starring Kirsten Stewart (Film4) and 999: What’s your emergency (More4). All the components of the Christmas Love Story have been phased into their channels to ensure consumers can follow each chapter no matter what device they’re on. The films will be available to watch online via Vodafone’s YouTube Channel as of Wednesday November 1st.
Bilge Ciftci, Brand Director, Vodafone UK: “We’re so proud of our latest campaign with Martin Freeman. It brings to life just how much our customers can rely on our products and services to stay in touch with loved ones and enjoy the content they love, wherever they may be. Using smart media planning, viewers will be guided through a series of TV and social films which sees Martin fall in love and maintain a long distance relationship – despite a few setbacks. Through Martin’s creativity and humour, we believe our festive love story will warm hearts this Christmas.”
Mick Mahoney, Chief Creative Officer, O&M London: “We're really excited about the way that technology has changed the way we do everything these days, including how it has changes the nature of human connections, and even falling in love. So there’s no better tale to tell at Christmas than a good old fashioned love story enabled by, and through, technology.”
Account Executive: Polly Harris-Saunders
Agency Production: Clare Donald, Sarah Chan
Chief Creative Officer: Mick Mahoney
Creative Agency: O&M London
Creatives: Sarah Duggan & Andy Lennard Ian Brassett & Dave Anderson, Richard Barrett & James Manning
Managing Partner: Jon Tapper
Planners: Sandie Dilger, Charlotte Mulley