Breakdancing schoolboys take centre stage in Vodafone 4G's Spotify Premium push

To promote Spotify Premium on Vodafone 4G the mobile network has given the five breakdancing schoolboys from its first advert from Grey London an even greater chance to show off their moves.

The campaign, which includes TV spots during Britain’s Got Talent finals week, builds on the proposition that Vodafone 4G allows you to live life more boldly.

“Customers are using their mobile devices in many more ways than ever before and demand more from their network,” commented Lily Donagh, interim brand director at Vodafone UK. “We’ve made it our business to enhance our 4G experience, giving customers access to the best entertainment services, such as Spotify Premium, when they are on the go.”

Grey London deputy executive creative director Vicki Maguire added: “No direction. No rehearsal. Our kids went through our playlist and just started busting moves all over the playground. We kept the camera running for 20 minutes. There’s no better advertisement for life on 4G with Spotify music that moves you.”

We Are From LA, the French duo behind Pharell’s ‘Happy’ and ’24 Hours of Happy’ videos, directed the film which opens with the punchy narrative, ‘Don’t dance to someone else’s tune, write your own lyrics’. In addition to TV the campaign spans out of home including the Sound Shower and Westfield White City, social media and online.

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