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Vodafone ‘Time Theft’ ad

Agency: BBH

Client: Vodafone

Vodafone’s new TV ad ‘Time Theft bu BBH shows how Vodafone helps its customers ‘Make the Most of Now’ through Mobile Broadband and email.

The film, which stars American actor Pailo Heitz and award-winning French actress Caroline Ducey, demonstrates the frustration of being tied to the office, as opposed to being able to stay on top of work on the move and thereby enjoy the best moments in life.

By communicating that Vodafone’s  mobile broadband and email services helps customers take  control of their time, the film highlights the importance of work/life balance and how it is achievable.

Written by BBH’s Nick Gill, and creative directed by Mick Mahoney, the ad was filmed in Milan by renowned French director Frederic Planchon.

The film features a strong performance by Heitz, who’s struggling to enjoy moments with his lady friend, awaiting his arrival in a nearby café.

Heitz is consistently interrupted, transported back to the office and becomes increasingly frustrated. Upon being able to ‘get on top of work time’, thanks to Vodafone, Heitz finds himself freed from his office and instead enjoys the special times and lives in the present.

Dame Judi Dench performs the voiceover. The emotive film features the track ‘The End of the Rainbow’ by Nancy Sinatra.

The film is the second ad in the Make the Most of Now Vodafone UK brand campaign. The first film, ‘Raining Time’ premiered in June.

Head of Brand and Marketing Communications at Vodafone UK, Dominic Chambers, said, “BBH have dramatised our brand idea in a way that brings the benefits of Mobile Broadband and email to life for our customers, with an entertaining TV ad, executed to the highest of standards. With this second TV spot in the series, we’re delivering strong momentum behind the brand.”

Business Director at BBH, Richard Stainer, added, “Vodafone is committed to making world class creative work that really engages customers and adds value to their brand; we’re delighted with this new film and excited about forthcoming future work.”

The advert breaks across the UK as 90” and 60” films. Media was bought and booked by OMD.

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