The new ads promote the Vodafone 360 internet and mobile social networking services, and emphasise users' ability to access all their contacts, the Vodafone music shop, the internet and messenging in one place.
The first execution, launching at the end of October, is called ‘Red heads' and shows how consumers can use all their Vodafone 360 communication tools to communicate and gather at a ‘red party'.
Vodafone's global ‘Power to you' campaign has been developed by WPP agency Santo, with Bartle Bogle Hegarty working on UK elements of the activity.
BBH is working on new ads for Vodafone 360 which have the theme ‘opportunity and solution', according to Vodafone global brand director David Wheldon.
Vodafone 360 is launching in eight markets, supported by ads.
In regions where smartphones are less widely used, different campaigns will highlight key messages of ‘empowering the consumer' and value.
Wheldon said Vodafone did not believe global ad campaigns are successful. ‘We want to get culturally closer to customers,' he added.
Actress Eva Mendes features in one execution to promote search and mobile internet services. The ad shows a young man trying to find out her phone number using the internet and mobile services, but when he finally gets it, he is too shy to speak to her.
Actor James Gandolfini will also feature in ads outside the UK.
Wheldon said the UK market had ‘moved beyond the Beckham era' and would not feature celebrity brand ambassadors.
For the Dutch market, Vodafone has developed ads with an emphasis on mobile value, which feature a series of furry characters.
Wheldon said Vodafone is aiming to be warmer in tone as the brand ‘needed to be loved'. ‘We want our share of the youth audience,' he added.
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