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Vodafone trumpets itself as the network of the emergency services in its latest campaign. Grey London created the ad, its first since since being appointed to Vodafone’s UK roster. The spot shows a fireman tackling a blaze while a voiceover – provided by Grey's Vicki Maguire, who plays the role of his wife – explains how he always calls home after finishing work. The spot concludes with a different voiceover revealing that 77 per cent of the emergency services use Vodafone. The work was created by Maguire and Jonathan Marlow, and directed by Marcus Soderlund through Academy.