Unlike the UK, where marketers still seem quite partial to launching a massive festive campaign, New Zealand brands tend to keep things slightly more understated. In the UK, Vodafone got the entire country to sing ‘Let it Go’ from the movie Frozen. But the New Zealand outpost has taken a more lovey dovey approach, with a classic telco ad that focuses on the emotional power of the Christmas connection.
As it says on the blurb: “Christmas is time for family, friends and loved ones to come together, but it’s just not the same when someone is not there. The Vodafone 4G network helps you share Christmas with those not with you.”
Compared to Vodafone’s previous ads via FCB, which have been looking for laughs rather than warm fuzzies (its ad promoting Fantastic Fridays made it into the finals of Fair Go’s worst ad category), this is a bit of a shift. But unlike many other corporate mascots, at least Rolleston is a proven actor, so it’s not too much of a stretch. Now we wait for Spark to say Vodafone stole the idea.
And for all those who haven’t heard that song enough already, here’s the UK musical.