This ad for Vodafone U.K. doesn't try to promote a lifestyle-related message as is the case with many cellphone services ads, but aims to highlight the solidity and dependability of its mobile networks. The ad features real firefighters going about their job, and is unique in that it uses real footage of firefighters and burning cars in place of actors and staged scenes.
This Vodafone U.K. ad highlights the widespread use of Vodafone's mobile networks by British emergency services, pointing out that 77% of British emergency services use Vodafone. Vodafone U.K. hopes that this message will resonate with cellphone users seeking a reliable, no-frills cellphone service.
The ad was put together by the Grey London ad agency and features a soundtrack borrowed from the opening passage of the track 'Fragments of Self' by Max Cooper and Tom Hodge.