Press Release | 12 Aug 2016


Vodafone UK has unveiled the removal of home broadband line rental charges and the introduction of transparent easy to understand pricing for all new and upgrading Vodafone Unlimited Fibre Broadband customers in their latest TV advert. This industry first marks a step forward for Vodafone towards becoming one of the UK’s leading providers of consumer communications and entertainment services.

The ad centers around Vodafone liberating home broadband customers from the frustration and confusion that revolves around their home broadband pricing, as Vodafone’s ‘go-to guys’ are seen ripping up their bills in celebration of their new found freedom. The new ad campaign, which is set to go live tonight across popular TV slots, including Coronation Street and 8 out of 10 Cats Does Countdown, highlights the elation of customers at no longer paying for a service they don’t want, culminating in people from all walks of life joining together in a flurry of paper in the street, shredding and throwing away their line rental bills for good.

Highlighting this big industry step forward from Vodafone, the ad celebrates a transparent and easy way to understand home broadband pricing for a package that still includes the home phone line as well – which customers are able to enjoy without the hassle of the additional line rental charges for it.

Bilge Ciftci, Head of Brand at Vodafone UK, said: “The ad brilliantly captures the freedom our new simple pricing gives customers by depicting a really positive new approach by Vodafone, so customers can enjoy our broadband without the worry of confusing charges and only pay for the great broadband service they want.”


The advert was created and developed by Grey London.





About the campaign:

  • Part of an integrated campaign across Vodafone’s owned channels
  • Media Channels: TV / Cinema / VOD / Facebook / You Tube
  • TV traffic channels: ITV / Channel 4


The Vodafone advert can be found on the Vodafone UK YouTube channel:


Creative Credits:

Executive Creative Director: Nick Rowland

Creative Directors: Mark McCall & Richard Dorey

Senior Creatives: John Gibson & Sam Haynes

Account Director: Lucy Kozak

Account Managers: Josh Adley & Celia Scruby Account Executive: Rebecca Jackson

Senior Planner: Sarah Oberman

Production Company: Bare Films

Director: Simon willows

DOP: Simon Richards

Bare Producer: Clare Timms

Editor: Mark Aaron

Post House: GPS

Grey Producer: Marcus Eley/Fritha Dickie

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