Vodafone in 2006 appealed to the ‘live for today’ lifestyle with a effects-laden TV ad, Mayfly. A mayfly hatches in a rainforest, flies into the sky for a look before zooming down again for a day of fun. He zips down a leafy waterslide, goes for a ride on a leafy boat, plays tennis with another mayfly using a spiderweb for a net, juggles pollen. Before long there’s romance, with flowers and a night out in the cave. The ad finishes with two mayflies sharing a reed, embracing at dawn.
“The common mayfly has a life expectancy of just one day. But is he miserable about it? Not one bit. He fills his day with the things he loves. He soars. He swoops. He savours every moment. Maybe there’s a lesson in this for us longer living creatures. Just think. If we embrace life like a mayfly, what a life that would be! Vodafone! Make the most of now.”
Click on the image below to play the video in YouTube
The Mayfly TV ad (90 and 100 seconds) was supplemented with an interactive site (www.vodafonemayfly.co.uk) in which visitors can create themselves as a mayfly that lives for 24 hours. Visitors connect their mayfly with their name and a message that explains how they make the most of each day.
The Vodafone Mayfly ad was developed by Bartle Bogle Hegarty, London, by executive creative director John O’Keeffe, art directors/copywriters Nick Gill and Ewan Paterson, account planner Matthew Palmer, and agency producer Davud Karbassioun.
The voiceover is provided by Phil Daniels, also known for his work on the Blur Park Life project and role in East Enders.
The soundtrack for the Mayfly ad is an instrumental version of the track, “The Love Song”, from the 2004 album Joyful Rebellion by Canadian hip hop artists K-OS.
The Vodafone Mayfly ad won a Yellow Pencil for TV & Cinema Crafts/Animation and Motion Graphics, a silver award for animation at the 2006 CLIO Awards, two silver and one bronze at the BTAA Awards, the best in communication at EPICA 2006, and was included in the APA 50, 2006.