Press Release | 29 Jan 2018

Vodafone UK and Martin Freeman Reunite in Action Thriller to Launch V by Vodafone

In a comical case of mistaken identity, Vodafone and Martin Freeman show how new Internet of Things products help us keep track of the things we care about most.

Martin Freeman is spotted by a mysterious stranger while going down an escalatorIn a comical case of mistaken identity, Vodafone & Freeman show how new Internet of Things products help us keep track of the things we care about most

Today Vodafone & WPP Team Red (O&M London & Wavemaker) debut a fully integrated campaign marking the launch of V by Vodafone. A new category in the market, Vodafone is bringing this exciting range of smart devices to life across TV, digital and social. The V by Vodafone product range currently includes car, pet and bag trackers and a 4G camera.

The latest spot sees Martin Freeman’s character flung into the world of a spy action thriller. Standing unassumingly on an escalator with his backpack in situ, Freeman finds himself in the midst of a chase, eventually hiding out in the depths of a cupboard. As the couple pursuing Martin catch up with him, he discovers his “adversaries” are using the V-Bag tracking device to keep tabs on the backpack. This reveals that there has been a humourous case of mistaken bag identity.

The campaign is the first installment for 2018 of Martin Freeman’s character’s adventures showing how Vodafone is helping its customers connect and make the most of technology. 2017 saw him bring to life the freedom to roam, the benefits of indoor coverage and how connectivity can lead to a fairytale ending in ‘A Christmas Love Story’. With this latest campaign, Freeman’s adventure shows how everyone can have peace of mind through tracking the belongings they value most.

The integrated campaign features ATL, social and digital executions across the whole V by Vodfone range including: V-Bag, V-Auto, V-Pet and V-Camera. The main TV spot is complemented by two short social executions available to view on the Vodafone UK YouTube channel and product-specific digital creatives which will use camouflage in everyday environments.

Glafkos Persianis, Consumer Director, Vodafone UK, said: “Our latest campaign with Martin Freeman introduces our exciting new product line, V by Vodafone – a new and easy way for our customers to connect devices and keep the things they care about safe and secure. Our hero Martin is not aware of this new technology and therefore finds himself in an exciting secret agent style chase, only to find out he mistakenly took something very dear to somebody else’s heart.”


About Vodafone UK

Vodafone UK is a technology communications company that connects people, businesses and devices to help our customers benefit from digital innovation. Our services span mobile, fixed-line connections, home and office broadband, and the Internet of Things (IoT).

We have a strong track record as a tech pioneer, making the UK’s first mobile phone call, sending the first text message, and making the UK’s first live holographic call using 5G in 2018. We were the first to start carrying live 5G traffic from a site in Salford, Greater Manchester and now have 5G in locations across Germany, Ireland, Italy, Spain as well as the UK. Meanwhile, our 4G network coverage currently reaches over 99% of the UK population.

Today, Vodafone serves more than 18 million mobile and fixed-line customers in the UK. Vodafone is the largest provider of full fibre in the UK – our superfast broadband services are now available to nearly 12 million homes across the UK.

Sustainability is also at the heart of what we do: as of 1 July 2021, 100% of the grid electricity we use in the UK is certified to be from renewable sources.

For more information about Vodafone UK, please visit:

Vodafone UK Media Relations

Telephone: +44 (0) 1635 693 693


Twitter: @VodafoneUKNews


Vodafone Limited

Registered Office: Vodafone House, The Connection, Newbury, Berkshire RG14 2FN

Registered in England No: 1471587