What phone network does the emergency services use in the UK? Vodaphone. Why? It's dependable. What call is it that their loved ones want to hear? Oh, you know.. That call. That call. It's difficult to explain the emotional insight in this spot, but you'll recognize the truth. Nicely done, CD's Vicki Maguire & Jonathan Marlow, together with Academy films director Marcus Söderlund.

Ad agency: Grey London Production : Academy Films Director : Marcus Söderlund Creative Director : Vicki Maguire Creative Director : Jonathan Marlow Executive Creative Director : Nils Leonard Producer : Medb Riordan Planner : Leo Rayman Planner : Rachel Woolley DoP : Barry Ackroyd Agency Producer : Ange Eleini Agency Producer : Joe Arojojoye Post production : Electric Theatre Editor : Tom Lindsay Creative Producer: Stephen Kessell Account Management: Natalie Graeme Account Management: Sophie Fredheim Account Management: Morwenna White-Thomson Media agency: OMD Soundtrack: Fragments of Self by Tom Hodge & Max Cooper Audio post-production: 750