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Grey London help Vodafone Ireland convince customers that “Not everything should be mobile” and “Feel Football” for The Sun

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Vodafone Ireland has teamed up with Grey London for a campaign that promotes the telecommunication company's “Vodafone Home” plans. The campaign, called “not everything should be mobile,” consists of a 40 second TV spot (which you can watch below), a series of brief 'teaser' ads to backup the main spot, OOH activity and additional, shorter spins on the main ad that focus on the benefits of choosing Vodafone Home over competing services. The ads, created by Tom Chancellor and Simon Brotherson, and directed by Neil Harris from Smuggler, focus on the things that you should really only do at home, with the 40 second ad featuring a middle-aged couple bouncing up and down on a pair of exercise balls in front of a Mr Motivator video as their bemused dog looks on. It amusingly reinforces the idea that home is the only place where you can truly feel relaxed enough to do something that you really wouldn't want the outside world seeing you do.

Vodafone Home - Bounce

Vicki Maguire, deputy creative director at Grey London, admits it was a challenge to present a brand that was so famous for being a mobile provider as a landline and broadband provider. She said “A home service is a big challenge for a brand that has built all its equity in mobile,” so the agency needed to “Announce, loud and proud, that Vodafone is with you at home, as well as when you’re out and about.” She feels that the “Not everything should be mobile” tagline is a “Brave claim for a brand which is famous for being just that.” Vodafone Ireland's brand and communication manager, Sarah Hughes, agrees that the campaign lets consumers know that “Vodafone is a whole lot more than mobile” and that there is “something for everyone.”

A home service is a big challenge for a brand that has built all its equity in mobile,” so the agency needed to “Announce, loud and proud, that Vodafone is with you at home, as well as when you’re out and about.” Vicki Maguire from Grey London

Grey London have also recently unveiled a campaign for The Sun newspaper, which puts an emotional slant on the papers Football coverage with a TV spot featuring a succession of dejected football fans singing along to Nazareth's seminal 70's power ballad “Love Hurts.” The film was directed by Martin Kalina from Pulse Films, and will be backed up by two supplemental 10 second spots reminding football fans of The Sun's bespoke 'Goals' app and 'Dream Team' game. There will also be a dedicated Scottish Sun campaign running north of the border, which features columnists and former footballers David Provan and Andy Goram.

The Sun – We Feel Football

Dave Monk, deputy executive creative director at Grey London, says they chose Kalina to direct the piece because they “Wanted a director who really understood the tragedy and raw emotions of the football fan.” As an Argentinian, the director certainly knows a thing or two about the heartbreak of defeat. David Robinson, The Sun's marketing director, underlined how important the sport is to their readers. He said that for many of them “The back page is their front page,” and they “Speak for the football lovers, with an insatiable, endless appetite for the game, despite having their hopes built up and then crushed, time and time again.” But, of course, they always come back for more, and Robinson says “The Sun provides a voice and an active support for the fans in print, in digital and on video,” because he says they, like the fans, “Feel football.”

Official Grey London Website

Official Vodafone Ireland Website

Official The Sun Website

Benjamin Hiorns is a freelance writer and musician from the UK. He's also a Manchester United fan so knows a thing or two himself about footballing woes.

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