Vodafone's festive romance shows how the brand is helping rural communities

Grey London created spot for the telecom brand with a meaningful product message

Published On
Nov 23, 2021

Editor's Pick

Vodafone Ireland is putting the spotlight on rural communities in its Christmas commercial this year, with a romantic tale that also has a meaningful product message.

The spot, by Grey London, is the story of a young farmer who pines for his old neighbor, a young woman who has moved abroad and only comes back at Christmas. It plays out over various years, with the low-key romance tinged with regrets and missed opportunities. There are also some cute moments (we were getting strong "Normal People" vibes, and not just because of the Irish accents).

After what appears to be a gloomy turn in their relationship, there's a happy ending for the pair when the young woman decides to return home full-time to open her business, in part thanks to Vodafone and its connectivity. The spot was directed by Us, via Academy Films. 

According to Vodafone, the story illustrates several themes, including the migration from rural to urban areas, the traditional pilgrimage home to see friends and family and the idea that Vodafone customers can now increasingly live and work where they choose.

The company also said it aimed for authenticity in the story and tapped the knowledge of community members. A local farmer, for example, advised on farming scenes, while a local jeweler created the custom dog whistle that appeared in the ad. The spot also has a scene highlighting the local "Wren Boys" ritual, which involves people dressing in straw masks on Dec. 26. The production team turned to the local "Wren Society" for input on that. 

"This year’s Vodafone Ireland Christmas ad captures the growing feeling and reality that rural Ireland has begun a period of regeneration," said Niall Reynolds, Vodafone Ireland marketing manager. "With remote working a reality off the back of the necessities of the pandemic period and the quickening pace of Vodafone Ireland’s mobile and fiber broadband infrastructure expansion, more and more people are moving closer to loved ones and closer to where they want to call home.”

The ad is running on TV but is also accompanied by online content, video-on-demand and out-of-home.


Nov 23, 2021
Client :
Vodafone Ireland
Agency :
Head of Consumer Brand :
Orla Nagle
Marketing Manager :
Niall Reynolds
Advertising Comms Lead :
Robin Prendergast
Brand Manager :
Jane Lawrence
President & CCO :
Laura Jordan Bambach
Group Creative Director :
Roberto Kilciauskas
Group Creative Director :
Pedro Rosa
Creative :
Jesse Little
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 Executive :
Natasha Meisel
Agency Senior Producer :
Lucy Edwards
Agency Assistant Producer :
Nana Ducan
Production Company :
Production Company Producer :
Juliette Harris
Production Company Executive Producer :
Medb Riordan
Molly Manning Walker
Production Design :
Derek Wallace
Post Producer :
Dan Kreeger
Post Producer :
Editor :
Stephen Dunne
Colorist :
Simone Grattarola
Colorist :
Executive Post Producer :
Amy Richardson
Executive Post Producer :
Black Kite Studios
Music Supervisor :
Nick Payne
Music Supervisor :
Jeremy Newton
Music Supervisor :
Sixty-four music
Lead Sound Engineer :
Sam Ashwell
Sound Company :
Sound Engineer :
Mike Bovill
Post Sound Producer :
Kirsten Troy
VFX Artist :
Nina Mosand
Composer :
Jeremy Birchall

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