We're all slaves to our phones these days, aren't we? We find ourselves checking them endlessly to see whether we've been messaged, tagged or tweeted... occasionally we even find ourselves wondering whether someone may have used the device to phone us.
And even when we're not expecting an important call, it can be enormously frustrating to discover we've moved outside the range of our network and one of the few remaining points of difference between the various networks is the range of their coverage.
Vodafone could have made an ad showing someone taking a call in a remote location to emphasise the breadth of their network's coverage... but they didn't.
Instead - in this ad out of Grey London - they've opted to show us a woman who has decided not to answer her phone as she enjoys the sunshine at the foot of a lake.
It's fiendishly clever. She's not a slave to her phone because her network is dependable. She's in control of her phone and can choose whether or not to take the call. That's real freedom and it's been beautifully captured by Academy's Frédéric Planchon. Hats off to everyone involved.
Agency: Grey London
Creative Director: Nils Leonard
Creative: Jonathan Marlow
TV Producer: Angela Eleini
Production Co: Academy Films
Director: Frédéric Planchon
Producer: Simon Cooper
Photography: Alex Barber
Production Manager: Bugs Hartley
Post Production: MPC
Grading: MPC
Editor: Sam Rice-Edwards
Audio: Factory