Roman Kemp stars in Vodafone TV's first campaign

Vodafone is launching ‘Welcome to Smarter TV’, a new campaign created by Leo UK and starring British TV broadcaster Roman Kemp. The campaign turns a familiar night-in moment into a cinematic spectacle, bringing the brand’s entertainment hub Vodafone TV to life.

Vodafone has unveiled ‘Welcome to Smarter TV’, its first campaign for Vodafone TV in the UK.
Vodafone TV brings together all the TV you love with hundreds of apps including HBO Max*and Netflix*, Freely, live channels, 4K Dolby Vision and Dolby Audio** in one place from just £17 per month.
Created by Leo UK, the campaign sees British TV broadcaster Roman Kemp turn a familiar night-in moment in front of the TV into a cinematic spectacle with a dramatic slipper throw to turn off the light.
The integrated campaign launches from 4 November across radio, social, display, cinema, YouTube, BVOD, OOH and TV, with tailored versions for Netflix and HBO Max.

Launched in October in the UK, Vodafone TV brings together all the TV customers love – Netflix*, HBO Max*, Freely*** (the BBC, ITV, Channel 4, Channel 5 and more), an additional 150+ streamed live channels, 4K Dolby Vision and Dolby Audio** plus over 300 games, music and a huge range of content apps – together in one place. Offering customers an intuitive interface that makes entertainment effortless on Vodafone TV from just £17 per month.

At the heart of the campaign is a 30-second hero film starring Roman, who is preparing for the ultimate night in. There’s just one thing standing between him and settling down – the living room light is still on. Rather than getting up to turn it off, Roman takes matters into his own hands, launching a slipper through the air at the switch in an outrageously over-the-top, slow-motion shot worthy of a Hollywood blockbuster.

One perfectly aimed throw later, the lights go down, the room transforms, and the entertainment begins. A high-energy montage showcases the breadth of content available through Vodafone TV, bringing the sheer scale of choice to life.

The hero film has tailored versions for HBO Max and Netflix, featuring fan favourites from each service, as well as 20-second and 6-second YouTube cutdowns.

The campaign also comes to life through a series of OOH executions, including the London Cromination activation and digital and static OOH across the nation. Across London, Manchester, Liverpool, Edinburgh, Birmingham and Cardiff, wrapped Vodafone TV buses will interact with digital OOH screens along their routes.

Just as a TV remote lets viewers switch channels, location trackers on the buses will trigger a two-minute ‘channel change’ as they pass, featuring one of four creative executions before the screens return to their standard rotation.

Across both digital and static formats, oversized hands holding the Vodafone TV remote are reimagined as characters including a knight, astronaut and alien, bringing to life the different worlds of entertainment available through Vodafone TV.

Maria Koutsoudakis, Chief Brand Officer, VodafoneThree, said: “For us, smarter technology isn’t about adding more features. It’s about making the experience simpler and giving people more for their money. Entertainment has become increasingly fragmented, with more subscriptions, platforms and places to look, so with Vodafone TV we saw an opportunity to bring it all together in one place, making it easier to find and enjoy great entertainment at a price that represents real value.

“That’s what ‘Welcome to Smarter TV’ is all about: technology working harder in the background, so people can spend less time searching, switching and managing subscriptions, and more time enjoying what they love. Roman brings that idea to life brilliantly, turning one of the most familiar moments at home into something unexpectedly cinematic.”

Andy Long, Chief Creative Officer at Leo UK, said: “We wanted to take something as ordinary as settling down to watch TV and give it the Hollywood treatment. The slipper throw is a familiar moment that gets completely out of hand, but that’s the fun of it. It’s a simple, human insight brought to life in a way that feels unmistakably bigger than life.”

VodafoneThree is investing £11bn to build the UK’s best network to expand 5G coverage, reduce not‑spots and improve digital infrastructure to bring faster, more reliable connectivity across the UK.

-Ends-

Notes to Editors:

For more information, contact:

Ruth Sweeney

Senior PR Manager at VodafoneThree

[email protected]

Kaylee Butler

Senior Communications Manager – Publicis Groupe

[email protected]

Recent news from VodafoneThree:

* Netflix Standard with Ads (RRP £7.99) and HBO Max Standard with Ads.

** On selected content (not available with HBO Max Standard with Ads).

*** Freely includes the BBC, ITV, Channel 4, Channel 5 and more. Min. 10Mbps broadband required. T&Cs apply. See freely.co.uk

Vodafone TV has all the TV you love for just £17pm. Available when a customer upgrades or adds to an eligible mobile and broadband plan. On a 24-month plan. Increases to £18.50pm on 1st April 2027 and £20 on 1st April 2028. Min 20Mbps internet required. Credit check, availability & terms: Vodafone.co.uk/terms. Includes Netflix Standard with Ads & HBO Max Standard with Ads at no extra cost. Terms of Use apply. 18+ Third-party trademarks & copyrights are property of respective owners. All rights reserved.

About VodafoneThree

VodafoneThree is the UK’s largest mobile network operator serving the fixed and mobile market, formed following the merger of Vodafone UK and Three Mobile in June 2025.

Through an unprecedented £11 billion investment, VodafoneThree will build the UK’s best network. The network will deliver reliable, quality connectivity to all nations and regions, creating as many as 13,000 jobs and laying a digital foundation for the country’s growth ambitions.

VodafoneThree is the only mobile network operator with a fully funded, regulated and guaranteed network build plan, reaching 99% 5G Standalone population coverage by 2030 and 99.96% by 2034. From big cities to small towns, and everywhere in between, the company’s mission is to build the UK’s best network.

VodafoneThree encompasses all businesses and assets, including Vodafone UK, Three Mobile, VOXI Mobile, SMARTY and Talkmobile.

For more information, visit:

www.vodafonethree.com

www.linkedin.com/company/vodafonethree

About Leo UK

Leo UK is a creative agency that specialises in bringing the power of ‘populist creativity that gets everyone talking’ to its clients. The agency brings people together from advertising, digital, social and brand activation backgrounds, united by a passion for problem solving and building brands that people love. Clients include McDonald’s, Premier Inn, B&Q, Vodafone and Kellanova. Leo UK is part of Publicis Groupe UK. www.leoburnett.co.uk • Instagram @Leo.uk.agency

Campaign credits

Client: Vodafone

Vodafone team: Maria Koutsoudakis, Jo Wedlock, Lana Carty, Della Moorhouse

Advertising Agency: Leo UK

CCO: Andy Long

Creative Directors: Ben Brazier and Johnny Ruthven

Copywriters and Art Directors: Tate Lampi, Maia Johnston, Matthew Baillie and Rabia Majid

Production Company: Mindseye

Director: Eros V

Media agency: Carat

Social Production: Publicis Production

Designers: Jo Miller Crow, Kat Loosemore, Rinaki Petrohilos, Charlie Crosthwaite, Gurcan Ergur, Carmen Perez Jimenz, Bey Redding-O’brien, Jacson Mitchell, Matt Slater

Planners: Scarlett Spence & Katie Mulligan

Business Lead: Marie-Louise Robinson

Account Team: Sophie Keattch, Jack Masters, Felicity Anniss, Ottilie Whitbread

Agency Producer: Verity Elvin & Georgia Morris

Senior Agency Producer: Georgia Morris

Exec Producer: Charlie Phillips, Hughie Phillips

Shoot Producer: Giordi Caputo

DoP: Miguel Carmenes

Edit House: Stitch

Editor: Flaura Atkinson

Post-production: Harbor

VFX supervisor: Kieran Baxter

Senior Producer: Dan Love

Audio Post-production: Harbor

Sound Design & Mix: Tom Keats

Audio Producer: Phoebe Baltazar

Slippers, camera, action: Roman Kemp stars in Vodafone TV’s first campaign

Vodafone is launching ‘Welcome to Smarter TV’, a new campaign created by Leo UK and starring British TV broadcaster Roman Kemp. The campaign turns a familiar night-in moment into a cinematic spectacle, bringing the brand’s entertainment hub Vodafone TV to life.

Notes to Editors:

Read more