This :10 –one of 11in a campaign for European mobile telecommunications company Vodafone–is designed to be a quickie entertainment fix/identity piece, airing on either side of a commercial break and/or at the beginning and end of a program.
We open on a guy in the foreground looking at his cell phone screen. In the background is a tennis player stretching on the court–behind him is another court where two more players are rallying.
Suddenly, a bomb explodes, sending the tennis players scurrying for cover. Rapid-fire gunshots are heard, with bullets shattering a courtside glass water cooler.
A voiceover explains the heavy artillery attack: “Vodafone Live. 3-D film trailers.”
Each :10 in the campaign depicts a cell phone user viewing media on his phone. However that media suddenly interacts and becomes part of his immediate surroundings–the tennis court, a butcher shop, a construction site and a corporate speaking engagement.
For example, we see the butcher at a meat market turn into a martial arts fiend, twirling a chain of sausage links as if they were kung fu chains.
Michael Chaves directed the package of 11 idents via Backyard Productions, Venice, Calif., and 2am Films, London. Agency was J. Walter Thompson (JWT), London.
Kris Mathur and Blair Stribley executive produced for Backyard. Their 2am counterpart was exec producer Janette De Villiers. Lisa Mahoney produced for 2am, and Anton Maillie for Backyard. Production manager on the job was Lara Taggart. The DP was Rob Payton.
The JWT team consisted of creative directors Mike McKenna and Greg Martin, art director Simon Bullett, copywriter Ross Callow and producer Jackie Adler.
Leo Scott edited for Speade Editors, London. Online edit was done at VTR, London. Colorist was Tareq of VTR.
