Vodafone is using the explosion of streaming and SVOD to emphasise that its upgraded network is built for customers on the go.
The campaign, by Cummins&Partners, Bohemia and Curious Films, extends Vodafone's global 'Power to You' platform, by showcasing its entertainment proposition.
It was developed in conjunction with Vodafone partners Stan, Spotify and Samsung, to coincide with the launch of the new Samsung Galaxy 6 and GS Edge handsets.
Vodafone CMO Loo Fun Chee said that with the company investing more than $3bn in network upgrades over the last few years and completing its 4G+ services in December 2014, "the timing was perfect for us" to launch the campaign.
"We have a strong brand purpose to provide services that allow our customers to be at their best, both locally and with our unrivalled global network," she said.
"And that extends from our network to our rapidly-growing entertainment proposition with an exclusive mobile partnership with Stan and Spotify.
Cummins&Partners executive creative director Jim Ingram said: "Unbridled self expressions are emotion-rich but are usually confined to the comfort of our couches or lounge rooms.
"However, by showcasing the ability to stream Stan or Spotify via the strength of the new 4G network, we were able to show people reacting to their favourite content at work, in the park and even on the jetty."
The national campaign will be rolled out across TV, cinema, digital, PR, OOH, in-store, print CRM, social, search and partner networks.
