Vodafone... It's not made me want to switch like!

This ad has been around for ages now, I know... but it's finally truly done my head in that I must comment like a crazy woman!

For those unaware of Vodafone's latest executional wonderment, I will recapitulate... there's a load of people waiting around in places where they can't really do much, like waiting at bus stops. Then some watch bits start a-falling, and happiness ensues!

It's executionally fantastically interesting. It sucks you in like a Henry and leaves you wanting to know what the crack is. Unfortunately, I am left wondering what it really is!

In my opinion, there are a lot of messages in this one, which leaves the strategy, execution and consumer messages, hanging on by a whisker. Let's see, there's...

'Make the most of now'

'The internet is truly mobile'

'Vodafone gives you more time'

...Of what I remember

So, what is Vodafone offering? A mobile internet which allows you to fill up your god-awful bus-waiting moments, which means it CREATES more time and thus more fun vicariously, because your ex-surfing time is now your fun-loving time. Phew!

Now, call be stupid indeed (go on!) but this took thinking, arguably, its not something grasped instantly by the execution. So, it hasn't really got me loving the vodafone and some switching action. I know mobile internet, full mobile internet that is, will be integral to many providers' strategies very soon. Anything with portability and convenience is key. But for me, Vodafone is making it too complex. The benefits of this feature could have been played out in a more executionally uninteresting fashion, but with clearer messaging. But the two could have been married, I am sure.