This Vodafone 4G ad features a number of highly enthused people lost in the moment, singing along to tracks such as MIA's 'Bad Girls' and 'Milkshake' by Kelis. RKCR / Y&R; has launched its latest campaign for Vodafone UK that shines a spotlight on how Vodafone enables its customers to make the most of their 4G mobile and the entertainment that comes as part of Vodafone's Red plans. Coming with a choice of either Spotify Premium or Sky Sports Mobile TV, the Plans are brought to life through dedicated press, outdoor and digital executions. The ads champion a series of characters whose colourful spirit and lust for life is amplified as a result of discovering fantastic music or gripping sporting moments through Vodafone. The Spotify execution features a number of highly enthused older people lost in the moment, singing along to tracks such as MIA's 'Bad Girls' and 'Milkshake' by Kelis. It shows that the joy of discovering new music is available to anyone, now that you can access the latest tracks wherever and whoever you are. Meanwhile the Sky Sports campaign focuses on the intense reactions, noises and gesticulations that people make while enthralled in sporting action on their mobile. It celebrates the colour and enthusiasm of devoted sports fans. The ads end with the lines "Power to music lovers" and "Power to the devoted". These new lines add further meaning to the end-line 'Power to you', by articulating the shared spirit & passions that can be unlocked by mobile technology. To support the campaigns, RKCR / Y&R; are creating social competitions that will run throughout the summer, inspiring customers to share their passions, and rewarding those who demonstrate their devotion to sport or their knack for discovering new music. Using the #mostdevoted hashtag, people will be encouraged to share their photos and stories with rewards for devoted sports and music fans. The campaign was created by Algy Sharman and Al Brown, with Mick Mahoney as creative director. It was directed by Kim Gehrig through Somesuch & Co. Rupert Williams MD RKCR Comments : 'With Spotify Premium and Sky Sports Mobile, Vodafone has a really strong 4G story. The ads, which celebrate music lovers and devoted sports fans, have a lovely warmth and humanity and represent an exciting new direction for Vodafone advertising.'

• published: 05 May 2014
• views: 2654