Vodafone puts SuperMobile in the fast lane

The 30-second hero film turns everyday situations into action-movie sequences, with Kemp playing an unlikely hero whose ordinary journey becomes an action-packed adventure.

Vodafone is launching its SuperMobile offering in the UK with a campaign from Leo UK starring Roman Kemp. Built around Vodafone’s The Nation’s Network platform, the campaign positions SuperMobile as a mobile connectivity service focused on speed, reliability and security.

Vodafone SuperMobile campaign targets everyday connectivity

SuperMobile is powered by Vodafone’s 5G+ FastTrack and combines faster speeds, guaranteed minimum speeds and advanced security. The campaign focuses on the confidence associated with maintaining a reliable connection throughout the day.The campaign also includes 20- and 6-second edits.

Directed by Ninian Doff through Rogue X Reset, the hero film uses cinematic storytelling and action sequences to illustrate the experience Vodafone associates with SuperMobile. Original music inspired by classic football films adds to the campaign’s entertainment-led approach.

The campaign extends to national out-of-home advertising from September 9 across roadside, transport and city-centre locations. The creative features Kemp moving through the city with SuperMobile in hand, using static, subtle-motion and full-motion formats to highlight the service’s faster speeds.

Vodafone extends SuperMobile campaign across channels

The integrated campaign will run across cinema, linear TV, BVOD, SVOD, Twitch, YouTube, social media and national digital out-of-home. Publicis Production developed the social assets, while Carat handled media planning and buying.

Maria Koutsoudakis, Chief Brand Officer, VodafoneThree: "Vodafone SuperMobile is more than a product launch. It marks a new chapter for Vodafone and sets a new benchmark for what customers should expect from their mobile experience. Built on our 5G+ FastTrack network, it combines faster speed, greater reliability and advanced security, so customers can get even more from their mobile. As part of The Nation's Network, the UK's biggest network, Vodafone SuperMobile reflects a more confident and ambitious expression of our brand. We're moving beyond simply talking about what our network does and focusing on how it makes people feel. Because when you know you have the UK's biggest network, The Nation’s Network, in your pocket, you have the confidence to do more, go further and make the most of every moment."

Leo UK brings action-film treatment to campaign

Leo UK’s creative approach uses the conventions of action cinema to turn an everyday mobile experience into a larger-scale story. The campaign aims to communicate the emotional benefit of connectivity alongside the service’s technical features.

Ben Brazier and Johnny Ruthven, Creative Directors, Leo UK: "We loved the idea of taking a familiar everyday experience and treating it with the ambition of an action movie. Roman's journey turns a frustration we've all faced into something entertaining and larger than life, capturing the feeling of Vodafone SuperMobile in a way that feels both cinematic and relatable."

SuperMobile is available to Vodafone pay-monthly customers on SIM-only and handset plans. Pricing ranges from £3 per month above Vodafone full-speed Xtra plans to £12 for a rolling monthly add-on, depending on the customer's existing plan.

www.vodafone.co.uk

www.leoburnett.co.uk

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