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Martin Freeman is flung into a spy thriller in the latest Vodafone ad launching the brand's range of smart devices, V by Vodafone, which includes car, pet and bag trackers.

While standing on an escalator with his backpack, Freeman suddenly finds himself in the midst of a chase. But when the couple pursuing him catches up, he discovers the drama is actually a case of mistaken bag identity and his "adversaries" have been using the V-Bag tracking device to keep tabs on their daughter’s backpack. The ad was created by James Manning and Richard Barrett at Ogilvy & Mather London and directed by Jeff Low through Biscuit.