Vodafone's latest TV offering for Christmas features a Gene Kelly-style street tap dancing scene.
The ad aims to promote Vodafone's music service via its mobile internet and download offering MusicStation, and has stong echoes of Kelly’s ‘Singing in the Rain’ routine – but this time to the soundtrack of ‘It Must Be Love’ by Labi Siffre.
It is the second, and final, ad in the mobile company's Christmas campaign, accompanying, ‘Airport’, which shows a man beating airport flight cancellations by booking a train on his mobile.
Head of brand and marketing communications at Vodafone, Dominic Chambers, said, "This season we focus on the unique music and internet services we offer and our wide range of exclusive mobiles."
The TV ads are being supported by POS retail activity, radio ads, a digital campaign developed by agency Dare, and outdoor ads. Media buying is been handled by OMD.