Last night I was actually shocked to see a finished TV concept in London that is so far away from the original strategy it is absurd. 

In my opinion this simplistic drivel is not only ineffective but ultimately will be damaging to the brand. Any brand that puts out communication that is this weak and confusing deserves what it gets!

http://www.youtube.com/watch?v=qK9F644H0-A

After working long and hard last Summer with many smart, fun people on the Vodafone global brand engagement strategy. We all thought we had it cracked with guidelines on how to execute the Power to You strategy from a briefing perspective.

Apparently the original global management team that were handling this for Vodafone have now all gone? They were smart and knew what they were doing. Their agency partners were focused and understood the tonilaties within the Power to You concept. But now? What happened? Everything out of the window?

I can only guess that internal politics took over. Combined with weak brand management, focus group creative tuning (that is another topic) and an even weaker agency that delivers such shockingly bad shit!

Well done BBH London! You are not the agency I once respected - BBH even have the balls to put this ad on their agency web site.

Power to you? Stick it up yer bum would be better.