Vodafone Ireland has collaborated with Grey London on a new multi-platform campaign for Secure Net, its new digital protection product. Secure Net uniquely works through Vodafone’s network, meaning it is available both inside the home on a fixed broadband connection for multiple devices, and outside on a connected device, helping ensure online time is spent safely.
The campaign creative showcases Secure Net’s security and content features that help mitigate cyber-threats, improve security, and encourage families to explore the internet with confidence. It conveys two elements in its messaging, the product’s functionality–its digital protection, parental controls and in-and-out-of-home capabilities–and the emotional element of how Secure Net offers parents peace of mind.
The TV spot–directed by James Rouse of Biscuit Filmworks–sees teenager Aidan navigating his way through the first day of school highlighting how daunting new experiences can be for teens. The commercial shows different scenarios of him searching and being protected by Secure Net from malicious or inappropriate content on his devices. In the final scene, he looks to his phone for reassurance on the bus to school, innocently typing, “How do I make a friend?” Malicious links pop up and straight away Secure Net kicks in with a warning, blocking access. It ends with Aidan making a true connection with a new classmate.
CreditsClient Vodafone Ireland Agency Grey London Javier Campopiano, worldwide chief creative officer; Laura Jordan Bambach, president & chief creative officer; David Wigglesworth, executive creative director; Pedro Rosa, Roberto Kilciauskas, group creative directors/creative directors; Murray Allan, creative director; Flora German, Shivani Patel, creatives; Raquel Chicourel, chief strategy officer; Nazneen Read, executive producer; Caroline Connor, Lucy Edwards, sr. producer; Alex Alcock-Fletcher, assistant producer. Production Company Biscuit Filmworks James Rouse, director; Rupert Reynolds-MacLean, managing director/exec producer; Polly du Plessis, head of production; Orla Bleahen, production manager; Mark Wolf, DP; Sarah Kingston, production designer; Ellie McNaughton, post producer. Postproduction Untold Studios Bill Smedley, editor; Julian Alary, colorist; Tom Moreland, VFX artist; Topel Zoetloewocz. executive post producer. Music Chris White, music artist; Joshua Gibbard, composer. Audio Post Factory UK Anthony Moore, lead sound engineer; James Utting, sound engineer; Beth Massey, post sound producer.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More