Vodafone calls on Yoda to Jedi-power up 4G

Vodafone has launched its first 4G TV campaign, featuring long-standing brand ambassador Star Wars character Yoda.


Post-launch following both companies’ 4G switch-on yesterday (30 August), Vodafone has outspent fellow new arrival O2 with what is understood to be a cross-media costing upwards of £10m.

At the forefront of this campaign is a TV ad dubbed “Vodafone 4G – Lost in Entertainment”, which sees Yoda using his Jedi powers to save two men unaware of the dangerous events happening around them because they are distracted by the content on their smartphones.

The ad is scheduled to appear on TV screens from this weekend (1 September), with creative by RKCR and media planning handled by OMD. Vodafone Power of Red, the brand’s new visual identity that appears across all its marketing, was created by The Brand Union.

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