Vodafone's New Supermobile Makes The nation feel unstoppable

The work, by Leo UK, positions the brand as a new benchmark of network experience

By Creative Salon

04 September 2026

Vodafone has today unveiled its latest campaign to launch Vodafone SuperMobileTM, a new category of mobile connectivity that sets a new standard for customers.

Powered by its new 5G+ FastTrackTM, Vodafone SuperMobile combines faster speeds, guaranteed minimum speeds, and advanced security in a single mobile experience designed around performance, reliability and peace of mind – on the UKs biggest network, The Nations Network.

Born from the brand platform ‘The Nation’s Network’, the campaign from Leo UK positions Vodafone SuperMobile as a catalyst for getting more out of everyday life, helping customers connect faster and make the most of every day. The work brings to life the feeling customers will get when they know they're connected to Vodafone SuperMobile. With faster speeds and guaranteed minimum speeds, on Vodafone’s 5G+ FastTrack, they can do what they want, where they want, when they want. It's a feeling of being unstoppable, with the confidence that their connection can keep up with whatever the day throws at them.

In the 30-second hero film, Roman Kemp stars as an unlikely hero in a world where everyday moments are reimagined as action-movie set pieces. Inspired by the feeling Vodafone SuperMobile brings, the spot turns an ordinary journey into an epic adventure, bringing the pace, energy and excitement of a blockbuster movie to even the most familiar moments.

Directed by Ninian Doff through Rogue X Reset, the work uses cinematic storytelling and larger-than-life action to bring that feeling to life, supported by 20 and 6-second edits.

National OOH activity launches on 9th September across roadside, transport and city centre locations nationwide. Featuring Roman Kemp cutting through the city with Vodafone SuperMobile in hand, the creative runs in static, subtle motion and full-motion formats, reinforcing the plan's faster speeds.

The fully integrated campaign will run across cinema, linear TV, BVOD, SVOD, Twitch, YouTube, social media and national digital out-of-home. Publicis Production developed the social assets, with media planning and buying handled by Carat.

Maria Koutsoudakis, Chief Brand Officer, VodafoneThree, said: "Vodafone SuperMobile is more than a product launch. It marks a new chapter for Vodafone and sets a new benchmark for what customers should expect from their mobile experience. Built on our 5G+ FastTrack network, it combines faster speed, greater reliability and advanced security, so customers can get even more from their mobile.

As part of The Nation's Network, the UK's biggest network, Vodafone SuperMobile reflects a more confident and ambitious expression of our brand. We're moving beyond simply talking about what our network does and focusing on how it makes people feel. Because when you know you have the UK's biggest network, The Nation’s Network, in your pocket, you have the confidence to do more, go further and make the most of every moment."

Ben Brazier and Johnny Ruthven, Creative Directors, Leo UK added: "We loved the idea of taking a familiar everyday experience and treating it with the ambition of an action movie. Roman's journey turns a frustration we've all faced into something entertaining and larger than life, capturing the feeling of Vodafone SuperMobile in a way that feels both cinematic and relatable."

Vodafone SuperMobile is available to all pay monthly customers across both SIM-only and handsets, for £3 per monthmore than Vodafone full-speed Xtra plans, £8 more on SIM-only 100Mbps plans, £4 more on handset 100Mbps plans, or £12 as a rolling monthly add-on. Visit vodafone.co.uk/vodafone-supermobile.

Credits:

CAMPAIGN TITLE: Vodafone SuperMobile

CLIENT: Vodafone

ADVERTISING AGENCY: Leo UK

CHIEF CREATIVE OFFICER: Andrew Long

CREATIVE DIRECTORS: Johnny Ruthven, Ben Brazier

SENIOR CREATIVES: Matt Wood, Tom Loveless

PLANNER: Jenika Tanqueray

MANAGING PARTNER: Marie-Louise Robinson

BUSINESS DIRECTOR: Charlotte Elwig

ACCOUNT TEAM: Walker Hill, Missy Maiklem, Tom Latham

AGENCY PRODUCER: Lilli Burridge Payne