Vodafone has played a vital role in keeping the nation connected, with the first ever phone call and first ever text message, reading ‘Merry Christmas’, both sent on the Vodafone network.
- The nostalgic campaign looks back at the last four decades and highlights that, while technology has changed – from brick phones to smartphones – the joy of connecting with loved ones at Christmas remains the same.
- The TV ad is supported by cinema, OOH, radio and a four-part social content series featuring broadcaster and Vodafone brand ambassador Roman Kemp and his mum, Shirlie Kemp.
The campaign showcases the connections that bring family and friends together during the festive season and draws on Vodafone’s heritage and innovation as the first mobile phone company in the UK, highlighting its role as the brand connecting the people of this nation to the things they love.
Serving the nation since 1984, Vodafone has played a vital part in keeping the UK connected to their loved ones during the festive season. The first-ever mobile phone call was made on 1 January 1985, while the first-ever text message, which read ‘Merry Christmas’, was sent on 3 December 1992 – both of which were powered by the Vodafone network.
The nostalgic Christmas campaign looks back at the last four decades and highlights that, though technology has changed – from brick phones to smartphones – the joy of connecting with friends and family during the festive season remains the same.
Vodafone launches ‘The Nation's Network’
Vodafone UK has unveiled its new creative platform, ‘The Nation's Network’, which brings to life Vodafone's role in connecting the nation to the people and things it loves.
Created by Vodafone and Leo Burnett, the film moves chronologically through the decades, highlighting some of the festive season’s most emotive and relatable moments. From the very first mobile phones of the 80s and text speak in the 90s to the emergence of flip phones and teaching older family members how to use video calls for the first time, the ad brings to life the power of connection at Christmas using devices supplied by the Mobile Phone Museum.
The campaign is being communicated through a nationwide wave of OOH, celebrating the evolution of festive communication over the decades. From the early days of character-limited text messages to today’s vibrant multimedia exchanges, the creative highlights Vodafone’s enduring role at the heart of these moments, reinforced by its iconic and distinctive branding.
The campaign will also feature a bespoke four-part social content series, fronted by Roman and his mum, singer and author Shirlie Kemp, that builds on the nostalgic sentiment of the ad. Uniting two generations, the series looks back at how phones have changed over the last 40 years, highlighting that, despite advances in technology, the feeling of connecting with friends and family has remained the same.
Viewers will see Roman and his Mum interacting through challenges, such as: texting on a Nokia 3310; taking a selfie with a GX10; and communicating only with emojis, while they share nostalgic Christmas-device inspired memories with each other.
Vodafone at 40: A brief history of the company's industry firsts
22 March 1984: the Vodafone name is unveiled for the first time. Although now a multinational household name, at the time, Vodafone was a little-known part of the now-defunct specialist electronics group, Racal.
Maria Koutsoudakis, Brand Director, Vodafone UK, said: “As The Nation’s Network, we are extremely proud of the pioneering and enduring role we play in connecting the nation. The first text ever sent in the UK was on our network, and it said: ‘Merry Christmas.’ The first phone call was on our network, and it was: ‘Hello, Happy New Year.’
“Connecting people at this important time of the year is in the DNA of our brand. This year, we are extremely proud to celebrate those moments of connection that mean so much to everyone at Christmas and how we have helped make these happen for 40 years.
“Our Christmas TV campaign celebrates those beautiful nostalgic moments enabled by our technology, as well as the technology itself, in a warm, humorous and moving way.
“For me, this story epitomises the critical role we play, and will continue to play, in the everyday lives of all our consumers, and I hope it triggers a memory in each and every one of us.”
Mark Elwood, Chief Creative Officer, Leo Burnett UK, added: “This campaign takes us back in time – from the first brick phones and early text slang to selfies and video calls – showing that while the tech might have changed (thankfully), the joy of connecting with loved ones at Christmas has wonderfully stayed the same.
“It’s all about celebrating the moments that really matter – connecting with friends and family.”
'Merry Christmas': The 30th anniversary of the first text message
Legend has it that 30 years ago, on 3 December 1992, an SMS text message was sent over the Vodafone network to an Orbitel 901 “portable” telephone weighing in at 2.1kg.
The fully integrated, multi-touch point campaign – including TV, radio, OOH, YouTube, social, video on demand and cinema – will launch on Friday 29 November when the TV advert airs.
The ad will premiere during ITV’s ‘I’m a Celebrity… Get Me Out of Here!’ and will also play during the Lionesses’ international friendly vs The USA the following day. The campaign will roll out across OOH, Social, YouTube and Radio on 2 December.
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Notes to Editors:
About Leo Burnett
Leo Burnett UK is a creative agency that specialises in bringing the power of populist creativity 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, TUI, Kellogg’s and Vision Express. Leo Burnett is part of Publicis Groupe UK. www.leoburnett.co.uk • Twitter @LeoBurnettUK • Instagram @LeoBurnettUK
Credits:
CAMPAIGN TITLE: Christmas
CLIENT: Vodafone UK
ADVERTISING AGENCY: Leo Burnett
CCO: Mark Elwood
CREATIVE DIRECTOR: Rob Tenconi
SOCIAL CREATIVE DIRECTOR: Beth Manning
CREATIVE: Matt Wood & Tom Loveless
CHIEF PRODUCTION OFFICER: Emily Marr
EXECUTIVE PRODUCER: Megan O’Hagan
PRODUCER: Kate Reynolds
PRODUCTION SUPPORT: Sara Gill
MANAGING PARTNER: Marie-Louise Robinson
CLIENT PARTNER: Matt René
ACCOUNT DIRECTOR: Alice Pavey
ACCOUNT MANAGER: Ellie Glover
ACCOUNT EXECUTIVE: Missy Maiklem
HEAD OF PROJECT MANAGEMENT: Emily Patterson
PROJECT DIRECTOR: Jon Purr
DESIGN CREATIVE DRIECTOR: David Allen
PLANNING PARTNER: Ila De Mello Kamath
SENIOR PLANNER: Jenika Tanqueray
SENIOR STRATEGIST: Ilana Green
MEDIA BUYING AGENCY: CARAT
MANAGING PARTNER: Natalie De Cruz
PLANNING PARTNER: Jamie Truscott Howell
STRATEGY PARTNER: Rupert Beck
MEDIA PLANNER: Kate Burrows
ACCOUNT DIRECTOR: Samuel Staniforth
ACCOUNT MANAGER: Laila Casey-Walsh
PRODUCTION COMPANY: Smuggler
DIRECTOR: Tom Speers
EP/ MANAGING PARTNER: Lucy Kelly
DIRECTOR OF PHOTOGRAPHY: Suzi Levelle
PRODUCTION COMPANY PRODUCER: Lucy Gossage
PRODUCTION MANAGER: Meghan Young
PRODUCTION COORDINATOR: Georgie Dale
PRODUCTION DESIGNER: Lucie Red
WARDROBE STYLIST: Sarah Blenkinsop
EDITOR: Eve Ashwell
EDIT HOUSE: The Assembly Rooms
AUDIO POST-PRODUCTION COMPANY: 750PMH
SOUND DESIGN & MIX: Jake Ashwell & Sam Ashwell
AUDIO PRODUCER: Olivia Ray
POST-PRODUCTION COMPANY: Harbor
VFX LEAD: Joe Tang
POST PRODUCTION PRODUCER: Hannah Jarrold
COLOUR POST PRODUCTION: Black Kite Studios
COLOURIST: Tom Mangham
COLOUR PRODUCER: Phil Whalley
MUSIC SUPERVISION: Wake The Town
MUSIC SUPERVISOR: Sam MacNamara
Vodafone:
BRAND DIRECTOR: Maria Koutsoudakis
HEAD OF BRAND: Kshitij Desai
HEAD OF SOCIAL: Jordan Stone
SOCIAL BRAND MANAGER: Nina Ruberry
BRAND AND MARKETING MANAGER: Emmeline Manning
CCS Insight:
TECHNOLOGY ADVISOR: Ben Wood
