Vodafone ditches Yoda for fire

Vodafone has dropped Yoda and instead focussed on the role of the emergency services in its latest campaign. From Grey London, the emotional ad features a car engulfed in flames as real-life firemen tackles the blaze.

You can watch the ad below as well as behind-the-scenes footage.


Titled The Call, the new ad features the re-enactment of a car wreck on a motorway. As a fireman tackles the flames, his wife narrates: "People say 'but don't you worry?' And I go, 'well no, it's just what they do'. It's what they are trained to do. They are used to it. And so are you."

As an almighty fire ball escapes from the car, the narration goes on: "But even after 27 years, you still want a call, or a text. But when he does, it's never 'I love you', 'I'm okay', 'I'm safe'. It's just 'what's for dinner?' Daft beggar." It's announced at the end of the commercial that 77% of the emergency services use Vodafone.

The Call marks the first in a line-up of new campaigns for the company in a bid to put more focus on the ways customers use the network and what it means to them.


Created by Vicki Maguire and Jonathan Marlow and directed by Marcus Söderlund via production company The Academy, the campaign follows the news that the telecoms giant will no longer use Yoda; the Star Wars character was a reoccurring feature in the brand's commercials in the UK since 2012.

Daryl Fielding, brand director at Vodafone UK, said: "This is a new approach for Vodafone UK, disrupting the trivialisation of the category. It's a simple message and one which everyone can identify with - the importance of connectivity and the dependability of Vodafone's network."




Project name: The Call
Client: Daryl Fielding, Director of Brand Marketing and Communications, Vodafone UK
Executive creative Director: Nils Leonard
Creative directors: Vicki Maguire, Jonathan Marlow
Agency producer: Ange Eleini, Joe Arojojoye
Creative producer: Stephen Kessell
Account management: Natalie Graeme, Sophie Fredheim, Morwenna White-Thomson
Planning: Leo Rayman, Rachel Woolley
Media agency: OMD
Production company: Academy
Director: Marcus Söderlund
Editor: Tom Lindsay
Producer: Medb Riordan
DOP: Barry Ackroyd
Music: Fragments of Self by Tom Hodge & Max Cooper
Post-production: Electric Theatre 
Audio post-production: 750