Grey builds awareness of Vodafone Ireland’s broadband offer with new Super WIFI strategy

Grey London demonstrates the ability of Vodafone’s ‘Super WIFI’ to reach every room in the house – no matter what shape – in a new campaign called ‘The Lighthouse’, the first the agency has created since the global roll-out of the brand’s ‘Together we can’ positioning.

Vodafone Ireland. The Lighthouse 30" from Grey London on Vimeo.

Vodafone Ireland, which has been working with Grey since 2015, briefed the agency to come up with a strategy which would make the converged services market leader’s broadband offering as famous as its mobile.

At the heart of the campaign is a 30-second film, which has been directed by up-and-comer Molly Burdett. It shows a teenage boy who gets a video call from the classmate on whom he has a crush. But before they can get talking, his brother noisily bursts into the room. He then goes on a frantic quest to find a spot in the house where he can have some privacy. Thanks to Vodafone’s Super WIFI, the call never drops out.

He finally gets some peace and quiet only to discover his crush is calling to suggest they take a walk, and she is actually just outside his home – which happens to be a lighthouse. The shoot took place in Scotland under strict Covid-safe protocols, using Irish and Scottish talent.

Niall Reynolds, Senior Brand Manager, said: “Vodafone is one of the world’s most famous mobile brands. We are well on our way to be the same for our Gigabit broadband offering. While we’ve worked with Grey London over the years, this is their first work under the ‘Together We Can’ global brand strategy, which also represents a new innovation-rich stream of activity that we are focusing on. Grey has done a wonderful job of creating a rich storytelling format that tells a product story.”

Creative Directors, Roberto Kilciauskas & Pedro Rosa, added: “Your house is your WIFI’s biggest enemy. The walls, furniture, staircases… it’s as if they were all designed with the single-minded purpose of providing you with internet blind spots. So, when Vodafone Ireland launched its Super WIFI, which spreads and enhances your broadband signal to every corner, the idea was simply to demonstrate a connection strong enough to defeat the biggest WIFI enemy we could come up with a converted lighthouse. We then see a boy that lives there connecting seamlessly with his school crush”.

Burdett, who is represented by Spindle Productions, is a relative newcomer to commercials directing but has already made a name for herself with her Cannes Lions shortlist film ‘Respite’, for Women’s Aid. 

The campaign includes television and video-on-demand as well as radio and out-of-home.


Client Vodafone Ireland

Senior Brand Manager Niall Reynolds

Brand and Communications Manager Robin Prendergast

Creative Agency Grey London

President & CCO Laura Jordan Bambach

Creative Directors Roberto Kilciauskas & Pedro Rosa

Art Director Max Gill-Engel

Copywriter Charlie Smith

Planners Fiona Keyte & Thomas Bunnell 

Managing Partner Nathan Gainford 

Business Directors Simon Alexandra 

Account Director Caroline Rosenberg 

Account Manager Genevieve Jayasekera

Account Executive Natasha Meisel 

Agency Senior Producer Lucy Edwards

Production Company Spindle 

Production Company Producer Julia Fetterman

Production Company Executive Producer Miles Nathan

Director Molly Burdett

D.O.P. Adric Watson 

Production Design Jamie Lapsley

Editing Post Producer Maggie McDermott @ The Quarry

Editor Jonnie Scarlett @The Quarry

Colourist Simon Bourne @Framestore

Executive Post Producer Barny Wright @No8

Post Producer Emma Shuter @No8

VFX Artist Antonio Jimenez 

Composer Tom Player 

Music Supervisor Sam MacNamara @Wake The Town

Lead Sound Engineer Sam Robson @No8

Post Sound Producer Karen Noden @No8

Source: Grey London

You must be logged in to post a comment Login