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The telecoms giant Vodafone has unveiled a £250 million

global advertising assault through Wieden & Kennedy Amsterdam, which

aims to position the brand as being relevant to everyone.

The campaign will kick off on 1 September with a 60-second commercial on

UK and pan-European TV during the Germany versus England World Cup

qualifying match.

"This is a crucial step in our plans to establish Vodafone as one of the

world's leading brands," Vodafone's global brand director, David Haines,

said. "The level of spend is such that we are expecting to be in the top

three brand advertisers in each of the markets where we launch the new

campaign."

The global campaign, titled "How are you?", opens with a girl answering

her phone at a music festival. The ad then flips to a series of sections

that aim to show how Vodafone users can communicate with others. One

shot features a group of girls heading out for a night on the town in a

limousine, with the caption "We're gorgeous". The strapline is: "The

people you need are only a touch away. Vodafone -How are you?"

The television execution was written by Ralf Zilligen and Jon Matthews

and art directed by Todd Schulz and John Boiler. The director was Lenard

Dorfman through @radical.media in London.

The print campaign was written by Zilligen, Matthews and Jessica

Lehrer.

Robert Nakata helped Schulz and Boiler with the art direction with

photography by Joel Sternfeld. Media planning and buying is through

Carat International.

W&K was appointed lead global creative agency in May. WCRS will continue

to develop UK-specific ads.