Vodacoms second TVC since its change to red is packed with detail that both amuses and informs.
Conceptualised by Draftfcbs PJ Eales in conjunction with creative director, Gareth Paul, and group chief creative officer, Brett Morris, and directed by Hylton Tannenbaum from Bioscope Films, the ad tells the story of a young man who meets the girl of his dreams. Only, life intervenes and, before he can get her name and details, she is whisked away. All he has to help him find her is the first four letters of her name, cruelly abbreviated in the photo he inadvertently took of her on his mobile phone just before she was swept away. Fortunately, she was in uniform and, with the help of Vodacoms service team, the true heroes of his fairytale, he eventually finds her.
The brief to the agency was to demonstrate the extent of Vodacoms beefed-up service offering, which is offered in a multitude of places and via numerous channels, thats from containers to Vodacom World and everything in-between, said Paul.
Punctuated by sounds from Desmond and the Tutus, the lyrics crafted by the Draftfcb team reinforce the underlying message of this cleverly scripted happily ever after the new red Vodacom is here to make a meaningful contribution to your life, he said.
The ad, which started airing from 15 May across all major TV stations in both a 60 and 30 second format, is complemented by outdoor and press campaigns highlighting specific key service initiatives, driving the new and improved service offerings key to Vodacoms relaunch strategy.