Vodafone is turning its U.K. campaign featuring Martin Freeman into a six-part Christmas love story over the festive season.
A series of ads by Ogilvy London, directed by Jeff Low at Biscuit, kicks off tonight with the first spot, in which Freeman's character falls for a girl sitting on a bench in a train station. She's watching "It's a Wonderful Life" on her phone and he (true to the character's previous outings) starts lecturing her on how expensive that's going to be, because of all the data. Amazingly, this deadly dull attempt at flirtation doesn't seem to deter her, as she's soon plastering her phone number all over the train window--having informed him that, as she's with Vodafone, she can watch the movie as many times as she wants.
The following episodes will all promote different aspects of Vodafone's mobile packages: we see Freeman rehearsing what to say to her in a phone call, cringing as his family look at her Instagram posts, ignoring her calls as he thinks she's out of his league, and finally turning up at her family castle, where she presents him with a brand new phone (aww, how romantic) so he can call her.
It's an entertaining saga, with any clunky moments of product promotion more than made up for by Freeman's performance, and Low's direction. Just don't try the phone-related flirting in real life, guys.