I think that this is a beautiful commercial - it's well shot, interesting and it's going to get noticed. However I wonder what the ROI is going to look like on this? Whenever i see this ad, I wonder whether it wasn't a case of a great creative idea waiting for a client to buy into it rather than the other way around. Will this advert really sell incremental internet usage across the Vodafone network? I'm struggling to understand how.
There is no call to action in this advert - you don't get an offer to trial or any way in which users can sign up for services. What is commercial appears designed to do is raise awareness about online services. That bothers me because although I'm sure there was some kind of ROI framework put in place before the campaign aired, I'm amazed nobody made sure people knew how to get online or even view what content was already out there. Voda are spending a lot of money telling consumers across all networks that mobile internet services will give them back time. Nowhere does this specify that Voda is better; nowhere does it imply that customers on Voda get better services.