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Rainey Kelly Campbell Roalfe/Y&R launches its first brand campaign for Vodafone

January 19, 2012

Rainey Kelly Campbell Roalfe/Y&R today launches the first TV ad in a new brand campaign – it’s first since winning the Vodafone account in August last year – featuring a new brand ambassador for Vodafone, none other than Yoda from Star Wars.TM

The new campaign showcases the innovative new services that Vodafone has recently introduced to ensure that customers get the smartphone that suits their needs and have the confidence to experiment with all its new functions and apps.

The ads were directed by Stacy Wall from Gorgeous. Each TV spot has been produced by a team at Lucasfilm’s renowned San Francisco-based visual effects facility ILM (Industrial Light & Magic), with Tom Kane voicing Yoda’s CGI character. ILM was set up in order to create the visual effects needed for the original Star Wars film in the 1970s. Since then it has created special effects for nearly 300 feature films including 10 of the top 15 worldwide box office hits including the Pirates of the Caribbean franchise, and the Transformers Trilogy.

Mark Roalfe, executive creative director and chairman, says: "We are very pleased to be launching our first brand campaign for Vodafone. It is always exciting to make the first ad for a new client, but it is especially exciting when you are working with Lucasfilm and Yoda. I hope this will be a really populist and long-running campaign."

Danielle Crook, director of brand marketing, Vodafone UK, said: "Rainey Kelly has developed a campaign with a character who everyone loves and who embodies wisdom, which we believe will get people to reappraise the Vodafone brand."

Lucasfilm, the Lucasfilm logo, STAR WARS™ and related properties are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. TM & © Lucasfilm Ltd. All rights reserved. All other trademarks and trade names are properties of their respective owners.