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

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.