Vodafone puffs up its chess

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FCB client Vodafone changed creative direction with the introduction of ulta-cute porcine character Piggy Sue, whose heartfelt story relayed the point that ‘life’s better together’.

Now, the red telco has built on its Piggy Sue positioning with a new ad that shows the value of mobile technology in keeping people connected – via a brief story about a grandfather playing a game of chess with his grandson.

“Today, more and more Kiwis are enjoying smart devices but many of them know they aren’t using them to their full potential,” said Vodafone head of brand and consumer communications Liz Wilson.

“That’s why  Vodafone have Ninjas – trained masters of tech. Found in-store and online, they’re ready to help with all those curly tech questions or simple tips so customers can get the most out of their technology. After all, life’s better connected.”

Although there are no cute piglets in the new spot, the ‘life’s better together’ positioning is still clearly represented in the new ads.


Client: Vodafone
Client contacts: Matt Williams, Bart de Buecker, Liz Wilson
Product: Project Proud
Exec Regional Creative Director: James mok
Creative team: Matt Williams & Freddie Coltart
Head of content: Pip Mayne
Producer: Rebecca Richardson
Account service: Fleur head, Karla fisher, Emma Woods
Production co: Robber’s Dog
Director: Ben Quinn
Producer: Mark Foster
DoP: Jon Toon
Offline editor/company: Sam Brunette
Grade/online: Blockhead
Sound studio: The Coopers of Franklin Road
Engineer: Jon Cooper
Original music / library: Piggy sue
Composer/arranger: Peter van der Fluit
Producer: Sarah Yetton

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