FCB New Zealand Introduces ‘Piggy Sue’ for Vodafone

By Erik Oster 

FCB New Zealand launched a new spot for Vodafone entitled “Piggy Sue.”

The 90-second ad aims for the heartstrings, telling the story of a man who finds a pig on the road. He attempts to track down the pig’s owner, using the Vodafone network to communicate via phone, text and email until he eventually tracks the owner down. When the man finds out of the pig’s fate as free range pork, however, he can’t bring himself to part with her. The tagline, “Stay connected on NZ’s leading mobile network” ends the spot on a bit of a conundrum: Couldn’t Piggy’s owner track down the pig thief thanks to said connection? And isn’t it staying connected that led to him nearly relegating Piggy Sue to a fate as a pork chop in the first place? It would appear that FCB New Zealand and Vodafone hope viewers don’t bother with these questions, as the spot’s branding seems to fall apart the closer you look at it.


Client: Vodafone
Creative Agency: FCB New Zealand
Executive Creative Director: Regan Grafton
Group Account Director: Karla Fisher
Head of Content Production: Pip Mayne
Planning Director: Simon Bird
Account Director: Dave Munn
PR: Angela Spain
PR Director: Joanna James
Producer: Amanda Langkilde
Regional Creative Director: James Mok
Senior Art Director: Freddie Coltart
Senior Copywriter: Matt Williams
Senior Planner: Hilary Dobson
Recording: Hammond Peak
Producer: Pen Cooper & Sarah Yetton
Music Production: Liquid Studios
Composer: Peter van der Fluit
Sound Production: The Coopers
Sound Engineer: Jon Cooper
Online Editor: Nigel Mortimer
Editor: Bernard Garry
Post Production House: Blockhead
Colourist: Ben Eagleton
Production Company
Production Designer: Margot Wilson
Production Company: Revolver
Managing Director: Michael Ritchie
Executive Producer: Michael Ritchie & Pip Smart
DOP: Nicolas Karakatsanis
Director: Steve Rogers