Vodafone UK and Martin Freeman Reunite in Action Thriller to Launch V by Vodafone

January 29, 2018

Martin Freeman is spotted by a mysterious stranger while going down an escalatorIn a comical case of mistaken identity, Vodafone & Freeman show how new Internet of Things products help us keep track of the things we care about most

Today Vodafone & WPP Team Red (O&M London & Wavemaker) debut a fully integrated campaign marking the launch of V by Vodafone. A new category in the market, Vodafone is bringing this exciting range of smart devices to life across TV, digital and social. The V by Vodafone product range currently includes car, pet and bag trackers and a 4G camera.

The latest spot sees Martin Freeman’s character flung into the world of a spy action thriller. Standing unassumingly on an escalator with his backpack in situ, Freeman finds himself in the midst of a chase, eventually hiding out in the depths of a cupboard. As the couple pursuing Martin catch up with him, he discovers his “adversaries” are using the V-Bag tracking device to keep tabs on the backpack. This reveals that there has been a humourous case of mistaken bag identity.

The campaign is the first installment for 2018 of Martin Freeman’s character’s adventures showing how Vodafone is helping its customers connect and make the most of technology. 2017 saw him bring to life the freedom to roam, the benefits of indoor coverage and how connectivity can lead to a fairytale ending in ‘A Christmas Love Story’. With this latest campaign, Freeman’s adventure shows how everyone can have peace of mind through tracking the belongings they value most.

The integrated campaign features ATL, social and digital executions across the whole V by Vodfone range including: V-Bag, V-Auto, V-Pet and V-Camera. The main TV spot is complemented by two short social executions available to view on the Vodafone UK YouTube channel and product-specific digital creatives which will use camouflage in everyday environments.

Glafkos Persianis, Consumer Director, Vodafone UK, said: “Our latest campaign with Martin Freeman introduces our exciting new product line, V by Vodafone – a new and easy way for our customers to connect devices and keep the things they care about safe and secure. Our hero Martin is not aware of this new technology and therefore finds himself in an exciting secret agent style chase, only to find out he mistakenly took something very dear to somebody else’s heart.”



Vodafone UK Media Relations
01635 693 693

About Vodafone UK

Vodafone UK is part of Vodafone Group, one of the world’s largest telecommunications companies, and provides a range of services including voice, messaging, data and fixed communications. Vodafone Group has mobile operations in 25 countries, partners with mobile networks in 46 more, and has fixed broadband operations in 18 markets. As of 31 March 2018, Vodafone Group had 535.8 million mobile customers and 19.7 million fixed broadband customers, including India and all of the customers in Vodafone’s joint ventures and associates. For more information about Vodafone UK, please visit:

Vodafone UK partners with businesses of all sizes – from start-ups and small businesses to the largest corporates and the public sector. The company has worked with UK businesses for over 30 years, starting out as a mobile provider and becoming one of the UK’s leading total communications partners. It provides a range of voice and data services, secure communications infrastructure, fixed and contact centre capability, and unified communications, and was the first mobile phone operator to offer a truly converged service for fixed and mobile.

Vodafone UK

Vodafone House, The Connection, Newbury, Berkshire RG14 2FN, England

Vodafone UK Media Relations

Telephone: +44 (0) 1635 693 693Twitter: @VodafoneUKNews

Vodafone Limited

Registered Office: Vodafone House, The Connection, Newbury, Berkshire RG14 2FN
Registered in England No: 1471587

Related media