Vodafone ‘Gay’ ‘Off’ ‘Dad’

At J Walter Thompson, we were having a difficult time with this promotional brief and we’d had quite a lot of work rejected when Richard Baynham and Ian Gabaldoni came in with this idea.

I bought it instantly and so did our client.

When the guys showed me the first cuts, though, they weren’t very funny.

I suggested making the edits more brutal – almost to the point of cutting off the protagonists mid delivery.

The campaign achieved Vodafone’s three-month business target inside the first week of the promotion and won a Cannes Gold Lion.