Marking the launch of a new creative platform, ‘The Nation’s Network’, Vodafone UK has launched a new Summer campaign that celebrates connecting the nation with the things they love.

The new positioning sees the network celebrate its longstanding heritage in the UK. From the first call made via the network in 1984 to now providing 4G coverage to 99% of UK households, the new creative platform celebrates Vodafone’s services and the way it is able to connect households and businesses. 

A summer campaign created with the help of Leo Burnett launches with a hero film that sees Roman Kemp drive an ice cream van through the UK, witnessing some typical British summertime scenes.

Driving through winding countryside roads, local towns and cities, Kemp looks out from his van at scenes that epitomise UK summer. Kemp’s voiceover celebrates the scenes of connection, from local gardeners to friends in pub gardens and small businesses that power the nation. The spot shout-outs some staple summer events Vodafone is Official Connectivity Partner for such as Glastonbury and Wimbledon.

Set to an uplifting soundtrack the film also features a red ice cream van, red phone case, red tent and red clothing to incorporate Vodafone’s signature brand colours, making the spot instantly recognisable to the provider. 

A 60 second version of the ad will premiere in the Britain’s Got Talent finale on the 2nd June, and will be launched as part of a special 'ITV Proudly Presents' ad break. 

Alongside the film, billboards across the UK celebrate how Vodafone’s services bring people together with copy such as 'Pin drop like it’s hot' and ‘Live streaming. Ice creaming'. The creative will also be updated for iconic events like Glastonbury, and Wimbledon that Vodafone partners on. 

“We have built a portfolio of strategic partnerships with some of the most iconic UK brands and events including Glastonbury, the Welsh Rugby Union and Wimbledon, helping the nation connect to these national treasures. Now felt like the perfect time to bring this all together under a new campaign that is warm, relatable and optimistic.  And who better to inject some optimism, charisma and fun into the summer than another of our national treasures, Roman Kemp.” explained Maria Koutsoudakis, Brand Director at Vodafone UK.

Beyond summer, ‘The Nation’s Network’ is set to be a fully integrated campaign spanning TV, BVOD, Cinema, OOH, social, PR and display reinforcing the importance of connectivity and how technology can bring people together.

Laying strong foundations for its new positioning, the summer campaign celebrates the familiar moments both big and small that connect the nation, solidifying Vodafone as a facilitator for bringing people together.