Brainfood: Slogan Doctor - Vodafone: Make the most of now

Now that everyone has one, the obvious ways of selling phones have been exhausted. No wonder the networks' ads have become so peculiar.

by John Morrish
Last Updated: 31 Aug 2010

Hutchison G3 has migrated to a science-fiction version of Japan. Orange wants you to turn your phone off. And Vodafone suggests we 'make the most of now'.

The slogan was devised by the company and its agency, Bartle Bogle Hegarty.

It is supposed to remind you that its phones let you do ordinary things today - taking pictures, watching TV - rather than anything technological and futuristic. But the slogan evokes carpe diem, a phrase coined by the Roman poet Horace: 'make the most of now' is just a translation of the literal 'seize the day'. Vodafone's ads dramatise this through a humorous account of the life of the mayfly, which lives for only a day and so never wastes a moment. It's an ingenious piece of animation, but with time ticking away, do you really want to spend it waiting for Accounts to call you back?

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