By Amy Houston | Senior Reporter

August 19, 2022 | 3 min read

Vodafone is aiming to highlight the reliability of its network with an emotional ad that sees a woman give birth at the side of a road.

‘Reliability’ opens with loud ambulance sirens and cuts to a frantic scene of a woman quite far into her labor. As the paramedics rush to her side, viewers see one call the hospital labor ward and get talked through the birthing process. Highlighting the dependability of the network, the midwife is able to stay on the phone and the baby is born.

“Reliability is naturally super important to our customers,” said Maria Maria Koutsoudakis, brand and marketing director at Vodafone. “We wanted to find a way to bring this to life; a story people could connect with emotionally, rather than simply a rational claim.

“With 77% of emergency services having connectivity contracts with Vodafone, we felt this was a perfect platform to not only showcase our network reliability message but also showcase the amazing job they do for us.”

The campaign will run across TV, cinema and social media, launching this weekend on Channel 4.

Justin Cox, managing director of Team Vodafone at Ogilvy UK, added: “Trust in a mobile network is paramount. We wanted to capture the importance of how Vodafone’s reliable network can help emergency staff stay cool, calm and connected at all times. During production, we collaborated with paramedics and midwives to ensure medical accuracy throughout our story.”


Executive creative director: Nicholas Wittenberg

Senior creatives: Adam Ronan, Alex Tizard

Producer: Kim Parrett

Assistant producer: Veronika Dvorska

Managing director team Vodafone: Justin Cox

Business director: Lucy Nebel

Strategy director: Rob Sandford

Senior project manager: Sammy Kennard

Account manager: Maddie McCarthy

Account executive: Caitlin Haine

Director: Nicolas Jack Davies      

Production company: The Sweetshop

Editor: Owen O'Sullivan

Editors: TenThree

Post Production

Color: Toby Tomkins @ Cheat

Online: Eileen Chan @ GPS

Audio: Phil Bolland @ Factory

Agency: Ogilvy UK

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