Vodafone What Are You Waiting For?
Vodafone Australia has launched ‘What Are You Waiting For?’, a new brand campaign focused on the global tag line, “Make The Most of Now”. The integrated advertising campaign, using television, print online and ambient work to provide answers to the “One Day” dreams of Australians.
An excited young boy announces that “One Day” is here. A woman steps up to kiss her man. A priest hands out condoms after church. A supermarket employee announces his resignation over the sound system. The ad includes mice chasing cats chasing dogs, a cross dressing bus driver, and a man driving to work in his bed. The spot finishes with the tag line, “What are you waiting for”, and a bouncy castle floating down the Shotover river. Music is “Let’s Fall Back In Love”, by Sheffield duo Slow Club, from their EP of the same name released in 2008.
Click on the image below to play the video in YouTube (HD)
Danielle Crook, General Manager Brand & Communications at Vodafone Australia, explains the thinking behind the new campaign.
“This new campaign demonstrates that, with Vodafone, you can do all the things you’ve always wanted to do with your life or business, right now. It celebrates every moment as an opportunity to do more, get more and be more.”
“A lot of people promise themselves that one-day they’ll achieve their dreams. One-day I’ll be an astronaut. One-day I’ll be a fighter pilot. One-day I’ll be the world’s best surfer. The campaign is designed to help people realise that they don’t have to wait for one-day”.
Vodafone has launched www.makethemostofnow.com.au , a new web portal created to help Australian’s achieve their dreams by collating online streams of information to show them the best way to make those dreams reality. The site is designed to respond to popular quests, such as flying a plane, bunjee jumping, skiing and surfing.
Vodafone is also launching a range of bespoke product advertising which ladders down from ‘What Are You Waiting For?’. It promotes Vodafone’s ‘Free Evenings & Weekends’, ‘Prepay Mobile Broadband’ and prepay caps across TV, radio, press, outdoor and online.
The campaign is being launched in city streets with experiential installations featuring Vodafone ambassadors such as former world champion surfer Layne Beachley teaching people to surf in Martin Place (see the Fairfax news video), people learning to skydive and people learning to paint a masterpiece.
Credits
The concept for ‘What Are You Waiting For?’ was developed by Vodafone Australia and Clemenger BBDO Sydney. The TV commercial was shot by director Garth Davis Exit Films, Melbourne, with producer Karen Sproul.
via Campaign Brief
Lyrics for Let’s Fall Back In Love
…And although you are so near
In everything you do
All your doubts and fears are all so…
Sleeping, I’ll be sleeping
Into the afternoon
I know it sounds lazy, sleeping like a baby
But I always dream without you
Troubled, I’ll be troubled
I’ve got to get on the run
So pack your bag, let’s see how far
We can get without a car
We’ll be sleeping in it too
And although you are so near
In everything you do
All your doubts and fears are all so…
And although you are so near
In everything you do
All your doubts and fears are all so…
I’ve been meaning to tell you
What I’ve been thinking of
You and me forever
Let’s fall back in love
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Location 
(Australia).
Posted in Ambient, Inspiration, Interactive, Print Press Posters Billboards, TV Ads Cinema and Online Videos
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whats the song that’s being played throughout the ad? i love it
thanks. i was looking for this. great clip!
type in ‘read a book’ on the http://www.makethemostofnow.co.au webiste – the video is really inspiring! similar to the droga5 NYC schools campaign. nice
Great spot! We always told our son “one day…” – and he helped to produce this commercial! It’s his job now.
That’s a pretty anti-Catholic ad (if the priest is Catholic), was the scene with the priest really necessary?
The song is “Let’s Fall Back in Love” by Slow Club. They’re a folk-pop duo from Sheffield, England.
bullying… seriously?
condoms for christians… seriously?
Oh get over it John June. I’m a catholic and I thought that bit of the ad was hilarious!
John, Hardcore Catholicism is pretty oppressive, I think it was just fine that that ridiculous part of hardcore catholicism was ridiculed. What is so bad about using a condom? Give me an answer that makes sense.
I am Catholic also and I don’t find anything wrong with the priest at all, pity there aren’t more around like him. So you know the saying John take a teaspoon of concrete and harden the eff up
My little sister is the girl kicking the bully.
Lol.