Vodafone's back-to-school ad brings emotion to internet security

Campaign from Grey London and director James Rouse promotes brand's new protection software

Published On
Jul 21, 2022

Editor's Pick

 As some excitedly prep for back-to-school season, others nervously anticipate the change a new semester may bring. A new campaign for telecommunications brand Vodafone addresses such butterflies in a touching tale—that also happens to promote the brand's virus protection software.

The new spot from Grey London follows Aidan, the new boy at school. Although his mother assures hime that he’ll “be fine,” his first day is just the opposite as he struggles to find classrooms while mean classmates chuck wads of paper at him and refuse to sit with him at lunch. 

At home, Aidan gives a half-hearted “yeah, good” when his mom asks how the day went and, to make matters worse, he can’t seem to pull up certain search terms on his laptop because of Vodafone’s Secure Net protection software.

The next day, students push and shove Aidan on the school bus, where he’s again sequestered to a lonely seat. His search is revealed: “How do I make a friend?,” which puts Secure Net to work blocking pop-up ads. A pig-tailed girl sees Aidan’s sorrow and sits next to him. “Let true connections happen,” announces a narrator. “Get digital protection and parental controls with new Vodafone Secure Net.”

“Every parent wants to raise their children to the world,” said Pedro Rosa and Roberto Kilciauskas, group creative directors at Grey London, in a joint statement. “But when it comes to the modern version of the old tale, that task becomes even more complex. If the digital world brings unprecedented freedom, it comes with some threats too.”

The sweet, somewhat awkwardly branded short was directed by James Rouse, known for both his compelling character work and his laugh-out-loud comedy. He recently joined the roster of Biscuit Filmworks. The spot will air for six weeks across TV, digital, radio, retail and social.


Jul 21, 2022
Client :
Vodafone Ireland
Agency :
Director :
James Rouse
Production Company :
Biscuit Filmworks
Head of Consumer Brand :
Orla Nagle
Senior Brand Manager :
Niall Reynolds
Brand Manager :
Clare Cummins
Worldwide Chief Creative Officer :
Javier Campopiano
President & CCO :
Laura Jordan Bambach
David Wigglesworth
Group Creative Director :
Pedro Rosa
Group Creative Director :
Roberto Kilciauskas
Creative Director :
Pedro Rosa
Creative Director :
Roberto Kilciauskas
Creative Director :
Murray Allan
Creative :
Flora German
Creative :
Shivani Patel
Raquel Chicourel
Planner :
Fiona Keyte
Planner :
Thomas Bunnell
Managing Partner :
Nathan Gainford
Group Business Director :
Ayesha Datoo
Account Director :
Genevieve Jayasekera
Account Manager :
Clyde Hurst
Account Manager :
Natasha Meisel
Executive Producer :
Nazneen Read​
Senior Producer :
Caroline Connor
Senior Producer :
Lucy Edwards
Assistant Producer :
Alex Alcock-Fletcher
Producer :
Benji Howell
MD / Executive Producer :
Rupert Reynolds-MacLean
Head of Production :
Polly Du Plessis
Production Manager :
Orla Bleahen
Production Designer :
Sarah Kingston
Director :
James Rouse
Mark Wolf
Post Producer :
Ellie McNaughton
Editing Company :
Untold Studios
Editor :
Bill Smedley
Colorist :
Julien Alary
VFX Artist :
Tom Moreland
Executive Post Producer :
Tomek Zietkiewicz
Music Artist :
Chris White
Composer :
Joshua Gibbard
Sound Engineer :
James Utting
Sound Engineer :
Josh Campbell
Post Sound Producer :
Beth Massey
Audio Post Production :
Factory UK Sound Design Studios

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