NEW LOOK HAMISH IN VODAFONE 'HELP AT HAND' CAMPAIGN
VODAFONE UK PRESS RELEASE - 10 APRIL 2001

This week Vodafone UK launches its latest advertising campaign spanning TV, radio and national and trade press, over the next two months. The GBP 3 million ‘Help At Hand’ campaign includes three different 20” television executions starring Hamish Clark, of Monarch of the Glen fame.

Hamish, now synonymous with Vodafone’s Pay as you Talk advertising, moves for the first time in to promoting more mainstream Vodafone consumer services. Viewers may not recognise him however, gone is the black and he’s not in a kilt! Each advert will centre around key services reinforcing Vodafone’s position as the helpful network.

In the first execution, Hamish promotes the benefits of text messaging. Hamish makes a call from a tourist packed safari jeep, frightens away the wildlife, and then the line ’sometimes it’s better to text’ appears, appealing to those who perhaps have never used text messaging to try its discreet benefits.

The second commercial introduces for the first time Vodafone’s new Text Directory Enquiry Service. In an advert within an advert, viewers see Hamish causing the filming director grief because he can’t remember his lines. The voice over says ‘Vodafone’s 192 Directory service will text numbers into your phone’s memory, which is great if you can’t remember things’.

In the final execution we see a spoof of a car advert with a flashy car driving around all the clich’d locations of a dramatic cliff top road and a long straight highway through the desert without another car in sight. Hamish comments on the ‘no jams world’ that only exists in car ads, then tells viewers from the car about the next best thing if your life isn’t a TV ad. ‘To avoid the hold ups just calls AA Vodafone Personal Roadwatch on double 2, double 2′ (2222).

“Our latest advertising campaign demonstrates to our customers some truly useful services to make lives easier and more enjoyable” comments Corinne Norris, Senior Communications Manager.

The creative is by BMP DDB and OMD UK is responsible for the planning and media buying. Philipa Lowthorpe, who has worked with the BBC, directed the commercials. During April and May, there will be a mix of all three on television and spin-off executions in the press and on radio.