The new integrated campaign shows how families can be always together, with Vodafone Together.
Vodafone has launched ‘First Term’, a new UK-wide integrated campaign celebrating how families can stay connected with loved ones, no matter where they are. The campaign marks a refresh to Vodafone Together, which rewards families who choose to take multiple mobile plans from Vodafone, with great-value unlimited 5G plans from £16 per month. Each additional mobile line added to their plan will save families over £400 across two years.
Created by Leo UK, the campaign taps into a universal part of family life – the idea that growing up is often marked by a series of small goodbyes, such as leaving home, starting university, or simply being pulled in different directions by everyday routine. The campaign, set to Deacon Blue’s iconic track ‘Real Gone Kid’ shows how the small, everyday connections – made possible through mobile technology and great value unlimited data plans – can help families stay close, even when life moves them apart.
The 40-second film follows Mia on her first term at university, staying connected to her family with a heartfelt voice note from her Mum, a video call with her sister about some mysteriously “borrowed” clothes, an accidental message from Nan, a quick call to Dad for some laundry advice, and a text from Mum at the end as they’re reunited.
New Vodafone Together: Families save over £400*, with unlimited plans for just £16 per month
Vodafone is helping families stay connected - launching today, existing customers can add unlimited mobile plans for just £16 per month with Vodafone Together, saving over £400 on each additional plan over two years*.
The campaign will launch on 1 February, with a fully integrated campaign targeting switchers and value‑seeking audiences, and will span TV, major streaming platforms including ITVX, Channel 4, Prime Video, Netflix and Disney+, YouTube, radio, social channels and online display. The TV ad will first air during the Manchester United versus Fulham Premier League match on Sunday 1 February.
Brand ambassador Roman Kemp will also front a series of social and YouTube videos, using custom Memojis to demonstrate how families can save money by bringing their plans together with Vodafone Together.
Maria Koutsoudakis, Chief Brand Officer, Vodafone UK, said: Vodafone Together is designed to make staying connected simple and affordable for families. By bringing their family to Vodafone, households can enjoy great-value unlimited 5G plans from £16 a month, saving over £400 on every additional line across two years. Our new campaign, ‘First Term’, brings this to life by showing how great value and reliable connectivity help families stay close wherever life takes them.”
Mark Elwood, Chief Creative Officer, Leo UK, said: “Across the country, Vodafone Together helps families stay connected in an affordable way. ‘First Term’ brings this to life by showing the everyday moments of family connection – the small interactions that keep people in touch and often mean the most.”
Media planning and buying has been handled by Carat.
-Ends-
Notes to Editors:
For more information, please contact:
Kayleigh Williams
External Communications Lead – VodafoneThree
kayleigh.willliams1@vodafone.com
Alicia Tweedie
Senior Communications Executive – Publicis
alicia.tweedie@publicisgroupe.com
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 UK 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 99.95% population coverage 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 is a private company, 51% owned by Vodafone and 49% owned by CK Hutchison Holdings. It encompasses all businesses and assets, including Vodafone UK, Three UK, VOXI Mobile, SMARTY and Talkmobile.
For more information, visit:
www.vodafonethree.com
www.vodafone.com
www.three.co.uk
www.ckh.com.hk
Follow us:
www.linkedin.com/company/vodafonethree
About Leo UK
Leo 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, B&Q, Vodafone, TUI, and Kellogg’s. Leo UK is part of Publicis Groupe UK. www.leoburnett.co.uk • Instagram @leo.uk.agency
Credits
CAMPAIGN TITLE: First Term
CLIENT: Vodafone
ADVERTISING AGENCY: Leo UK
CCO: Mark Elwood
CREATIVE DIRECTORS: Mark Franklin, Rob Tenconi
COPYWRITER: Alice Pearce
PLANNER: Katie Mulligan
MANAGING PARTNER: M-L Robinson
BUSINESS DIRECTOR: Charlotte Elwig
ACCOUNT TEAM: Sophie Keattch, Walker Hill, Felicity Anniss
AGENCY PRODUCER: Persephone Withnell
MEDIA BUYING AGENCY: Carat
MEDIA PLANNER: Rupert Beck
PRODUCTION COMPANY: Blink
DIRECTOR: Bob Harlow
PRODUCER: Corin Taylor
EDITOR: Eve Ashwell
POST-PRODUCTION: Harbor
POST-PRODUCTION PRODUCER: Abi Klimaszewska
AUDIO POST-PRODUCTION: Harbor
