Title | HER HIGHNESS |
Brand | VODAFONE |
Product / Service | PUBLIC SERVICE ANNOUNCEMENT |
Category | A09. Consumer Services / Business to Business |
Entrant | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Idea Creation | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Production | GOODOIL FILMS Auckland, NEW ZEALAND |
Additional Company | VODAFONE Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Damon Stapleton | DDB Group New Zealand | Regional Chief Creative Officer |
Gary Steele | DDB Group New Zealand | Executive Creative Director |
Freddie Colthart | DDB Group New Zealand | Creative Director |
Matt Williams | DDB Group New Zealand | Creative Director |
Aiken Hutcheson | DDB Group New Zealand | Copywriter |
Stan Lee | DDB Group New Zealand | Art Director |
Judy Thompson | DDB Group New Zealand | Executive Producer |
Charlotte Glennon | DDB Group New Zealand | Senior TV Producer |
Karla Fisher | DDB Group New Zealand | Lead Business Partner |
Natalie Pierpoint | DDB Group New Zealand | Business Partner |
Helen Darwin | DDB Group New Zealand | Senior Business Manager |
Michelle Savill | Goodoil | Director |
Mark Foster | Goodoil | Executive Producer |
Maria Innes Manchego | Goodoil | DOP |
Tim Mauger | Goodoil | Offline |
Jon Cooper | The Coopers | Sound Design |
Nileema Allerston | Vodafone NZ | Masterbrand Manager |
Gabrielle Paul | Vodafone NZ | Product Owner Loyalty & Engagement |
We see a regal queen looming over us, addressing her court on matters of war, as tense cello music rises in the background. Without warning, a mobile phone starts to ring - appearing to originate from within the audience. She talks over it until she can't stand it anymore. Her eyes dart towards the source of the sound; right down the camera towards the audience, breaking the fourth wall, and character. The second her eyes land on the source of the ringtone, the music stops dead. She sarcastically insists the owner of the phone take the call, because whatever it's about, it's clearly more important than her big speech. Supers appear on screen one by one, next to her scowling face; "Don't ruin the moment," "Turn off your phone." She continues to stare wrathfully down camera, as a faint church bell rings forebodingly through the awkward silence.
As the ad is only shown in cinemas, we used Dolby 7.1 Surround Sound to make the phone ringtone sound like it was coming from within the audience. The ad plays during the movie trailers section, right before the movie starts, convincing the audience they aren't watching an ad, but a trailer, making the interruption all the more abrupt and unexpected.