Vodafone is celebrating the joy of giving in its Christmas campaign, which calls on consumers to give to the less fortunate and save them from digital poverty.
According to Ofcom, about 1.5 million UK households do not have internet access. This ad is part of Vodafone’s “everyone.connected” initiative, which was launched in June as a commitment to connect one million people living in digital poverty by 2022.
“Give the gift of connection”, by Ogilvy, follows a young man leaving his house, a woman on a bus and a man cycling a city street as they travel to a Vodafone store to donate unwanted devices, with their reflections magically becoming Santa.
A girl is then seen applying for an apprenticeship, showing the power of the donations, with the strapline “Together we can give the gift of connection”. The ad was directed by Jack Driscoll through Academy Films.