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Grey London takes an unconventional approach for Vodafone U.K., focusing on British emergency responders, more than three-quarters of whom, we're told, use the telecom's services.
"The Call," a riveting 60-second spot that feels almost like a PSA, eschews actors and CGI, using footage of real firefighters and burning cars. (It's not an actual crash, but a realistic scene staged by director Marcus Soderlund of Academy Films specifically for the commercial.) It features an understatedly effective voiceover by Grey creative director Vicki Maguire, who helped create the spot, playing the part of a first responder's wife.
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