Vodafone is looking to promote its Vodafone Red in a new campaign by RKCR / Y&R, showing older members of the public discovering music or gripping sporting moments, and getting so wrapped up that they end up singing in public or loudly banging the table.
The ads promote how those on the plan can choose between Spotify Premium and Sky Sports Mobile TV, and build on the Vodafone 'power to you' strapline by ending “Power to music lovers” and “Power to the devoted”.
Rupert Williams, MD at RKCR/Y&R, said: "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."
As well as the two TV spots, the campaign includes press, outdoor and digital, while social media elements are also set to run.
Customers will be encouraged to share their photos and stories through the hashtag #mostdevoted, with rewards for devoted sports and music fans.
Daryl Fielding, director of brand marketing at Vodafone, added: “These ads perfectly encapsulate the enormous joy, heartache, exuberance and passion that great entertainment brings to our customers. It’s what makes the inclusion of Spotify Premium or Sky Sports Mobile with our Vodafone 4G Red plans so compelling – something our customers repeatedly tell us.”