# Firefighter-Featuring Telecom Ads This Vodafone U.K. Ad Shows Real Firefighters Battling Fires By Rahul Kalvapalle | Published 2014-04-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/vodafone-uk References: [tvadmusic](http://www.tvadmusic.co.uk/2014/04/vodafone-the-call/) & [vodafone](https://www.vodafone.co.uk/) This ad for [Vodafone U.K.](https://www.trendhunter.com/trends/snapchat-1) 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](https://www.trendhunter.com/trends/the-most-beautiful-sound) ad agency and features a soundtrack borrowed from the opening passage of the track 'Fragments of Self' by Max Cooper and Tom Hodge. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 7% | Activity: 41% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Service Dependability Messaging:** Opportunity for cellphone service providers to focus on the dependability of their networks as a marketing message. - **Real Footage Advertising:** Opportunity to create ads that use real footage instead of actors and staged scenes for a more authentic message. - **Industry-specific Messaging:** An opportunity for cellphone providers to target specific industries, such as emergency services, with messaging that speaks to their unique needs and concerns. ### Who This Affects Most - **Cellphone Service Providers:** An opportunity for cellphone service providers to rethink their marketing strategies and focus on dependability messaging instead of lifestyle-related messaging. - **Emergency Services:** An opportunity for cellphone service providers to create industry-specific messaging that speaks to the unique needs and concerns of emergency service providers. - **Advertising Agencies:** An opportunity for advertising agencies to explore the use of real footage and create ads that offer a more authentic message. ## Related on Trend Hunter - [Solution-Oriented Holiday Ads](https://www.trendhunter.com/trends/solutionoriented-holiday-ad.md) - [Unpredictable Festive Ad Campaigns](https://www.trendhunter.com/trends/snowfall.md) - [Authenticity-Forward Insurance Campaigns](https://www.trendhunter.com/trends/allianz-ireland.md) - [Mobile Device Durability Ads](https://www.trendhunter.com/trends/apple-trust-issues.md) - [Hands-Free Car Innovations](https://www.trendhunter.com/trends/british-deaf-association.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [AI Customer Campaigns](https://www.trendhunter.com/trends/tilly-norwood.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Accessible Customer Service Ads](https://www.trendhunter.com/trends/accessible-customer-service.md)