Vodafone’s new Wimbledon campaign showcases the power of connection

Directed by Mat Whitecross and created by Vodafone, the two 30” TVC ads tell the incredible stories of two Wimbledon Gentlemen’s Wheelchair Champions, Alfie Hewett and Gordon Reid, as seen through the eyes of their loving parents. With nine Wimbledon titles between them, they are two of Britain’s most successful tennis players.  

I am incredibly proud to be part of Vodafone’s summer campaign

(Alfie Hewitt)

The ads celebrate the successes of both players and bring to life their journeys of triumph over adversity, using a combination of real footage from the players’ childhoods alongside scenes shot at The All England Lawn Tennis Club in Wimbledon, and emotive words from their mums.  

The heart of the creative idea explores the emotional connection tennis players have with their family, friends and supporters. It explores the crucial role digital connection plays in keeping them connected to loved ones while travelling the world and their journeys to becoming champions. It brings to life the power of Vodafone’s reliable, award-winning network* and demonstrates how friends and family can provide support wherever they are in the world.

Vodafone’s social media campaign, created by Vodafone, will continue to showcase the power of connection and will launch with a message of support from Emma Raducanu, inviting the nation to get behind her fellow Brits and Vodafone ambassadors who are competing at Wimbledon.  

The campaign will run across Meta, Twitter, TikTok, and the public will be invited to share messages of support for a chance to win tickets to next year’s Championships. The messages of support will be shared with the ambassadors throughout the tournament and their reactions shared, as the nation wills them through their runs at The Championships 2023.  

Maria Koutsoudakis, Head of Brand at Vodafone UK, said: “At Vodafone we understand how the power of connection can improve lives, and our partnership with Wimbledon has given us the opportunity to tell a meaningful story that brings this to life.

“For two incredible champions who wake up every day in the pursuit of excellence, the ability to always be able to connect with their families was a story worth telling. To be able to connect their story with the wider British public is an honour and we hope we can use the power of connection to fuel them, and our other ambassadors to success at Wimbledon.”

Justin Cox, MD at Team Vodafone, Ogilvy UK: “Vodafone and Ogilvy UK couldn’t be prouder of the #FeeltheConnection campaign. Alfie Hewett and Gordon Reid are two of Britain’s best tennis players and you can’t help but be humbled by what they have achieved both on and off the court.

“Celebrating them, their connection to family and the sport they love, is a dream for any brand and agency.” 

Alfie Hewett: “I am incredibly proud to be part of Vodafone’s summer campaign and to be able to help to shine a light on disability tennis in the UK. I hope it is inspiring for young people in the UK to see wheelchair tennis players on the TV this summer.”  

Gordon Reid: “It is brilliant to be working alongside Vodafone on its Wimbledon campaign. The advert will not only highlight how important connection to friends and family is for athletes but help to encourage greater levels of participation and grow the sport.”  

The fully integrated #FeelTheConnection summer campaign will run across TV, OOH from 10 June 2023 and on social from 26 June 2023.  

– Ends –

Notes to editors  

*Reliable, award-winning network: The UK relies on Vodafone as a network provider as it: 1) powers critical national infrastructure and 77% of emergency services, 2) has coverage in 99% of UK homes, 3) covers 96% of the UK and 4) has won numerous awards.

See full details and awards on our Network page. 

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