Vodafone’s new Wimbledon campaign showcases the power of connection

Vodafone, Wimbledon’s Official Connectivity Partner, has launched its new #FeelTheConnection summer campaign. 

The multi-channel campaign features Vodafone ambassadors, Alfie Hewett, Gordon Reid, Emma Raducanu, Jack Draper and Jodie Burrage and focuses on how emotional connection can help fuel sporting champions. The social media activity will launch with a message of support from Emma Raducanu, who isn’t competing at Wimbledon this year due to injury, encouraging the nation to get behind the players.

Directed by Mat Whitecross and created by Vodafone and Ogilvy UK, the two 30” TVC ads tell the incredible stories of two Wimbledon Gentlemen’s Wheelchair Champions, Alfie Hewett and Gordon Reid, as seen through the eyes of their loving parents. With nine Wimbledon titles between them, they are two of Britain’s most successful tennis players.

The ads celebrate the successes of both players and bring to life their journeys of triumph over adversity, using a combination of real footage from the players’ childhoods alongside scenes shot at The All England Lawn Tennis Club in Wimbledon, and emotive words from their mums.

The heart of the creative idea explores the emotional connection tennis players have with their family, friends and supporters. It explores the crucial role digital connection plays in keeping them connected to loved ones while travelling the world and their journeys to becoming champions. It brings to life the power of Vodafone’s reliable, award-winning network* and demonstrates how friends and family can provide support wherever they are in the world.

Maria Koutsoudakis, Head of Brand at Vodafone UK said: “At Vodafone we understand how the power of connection can improve lives and our partnership with Wimbledon has given us the opportunity to tell a meaningful story that brings this to life. For two incredible champions who wake up every day in the pursuit of excellence, the ability to always be able to connect with their families was a story worth telling. To be able to connect their story with the wider British public is an honour and we hope we can use the power of connection to fuel them, and our other ambassadors to success at Wimbledon."