"Roaming"

18 June 2023

40s

Roaming about.

Seven years after the vote which brought the UK out of the EU, confusion still abounds about some of its impacts, including the one at the centre of this delightful commercial for O2. Unlike some of its capacitors, the mobile phone network provider continues to offer roaming in European countries in the exact same fashion as it did before the fateful Brexit vote.

To illustrate this point, this commercial depicts a number of scenarios in which visitors to continental Europe have switched off 'roaming' on their phones through an abundance of caution, and have found themselves lost – in some cases literally – without their ability to be online.

O2's robotic mascot Buble watches on helplessly as the network's customers repeat the mistake. It is, as it needs to be, all delivered with well judged humour by director Tiny Bullet, who beautifully lands each of the vignettes in VCCP's excellent script.

UK

Mobile Phone Networks