Vodafone has launched a new brand campaign, ‘The Nation’s Network’, starring television and radio presenter, Roman Kemp.

‘The Nation’s Network’ campaign, in partnership with creative agency Leo Burnett, will run across TV, BVOD, cinema, OOH, social media, PR, and digital display.

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The ad, which demonstrates the telecom giant’s role in connecting the UK to the people, features Kemp, the new face of Vodafone, driving a branded ice cream van.

The spot, showcases Kemp travelling across the UK, celebrating unique summer moments and events while highlighting Vodafone’s extensive network coverage.

The 60-second spot will premiere in the Britain’s Got Talent finale on the 2 June and will be launched as part of a special ‘ITV Proudly Presents’ ad break.

The film also spotlights Vodafone-sponsored events, such as Glastonbury and Wimbledon, emphasising its role as the Official Connectivity Partner.

Meanwhile, Billboards in major UK cities like Birmingham, Edinburgh, Glasgow, Cardiff, Liverpool, London, Belfast, and Newcastle will feature taglines such as ‘Pin drop like it’s hot’ and ‘Live streaming. Ice creaming,’ demonstrating how Vodafone’s services connect people.

Vodafone Brand Director, Maria Koutsoudakis, said: “Over the past 40 years we have built a network that the nation has come to rely on to keep them connected to the people, businesses and places they care about.

“We have also built a portfolio of strategic partnerships with some of the most iconic UK brands and events including Glastonbury, the Welsh Rugby Union and Wimbledon, helping the nation connect to these national treasures. Now felt like the perfect time to bring this all together under a new campaign that is warm, relatable and optimistic. And who better to inject some optimism, charisma and fun into the summer than another of our national treasures, Roman Kemp.”

Leo Burnett UK, Chief Creative Officer, Mark Elwood, added: “Our proprietary research platform, PopPulse, found that the nation is feeling increasingly disconnected from one another. However, despite their difficulties, people are becoming more hopeful about the future, and that hope starts at home with their families and friends.

“This insight is at the centre of our creative platform, “The Nation’s Network”. We wanted to illustrate how Vodafone connects and strengthens the bonds that bind us all. The result is work filled with heart, hope, and togetherness. After all, connecting with others is a salve for negativity, and we’re tapping into that this summer.”

READ MORE: Interview: Vodafone UK Brand & Marketing Director on ‘strategic’ brand positioning, sustainability and social responsibility