Vodafone’s “Scegli Spotify” option gives people Spotify Premium music on their smartphones at just 6.99 a month. For the first time, Vodafone offers customers music as well as words. We stressed this concept, in our creativity, using famous songs without their music.

In the radio ads, the lyrics to “Dusty men” and “Tranne te”, big hits by Italian Fabri Fibra and the international Saule feat. Charlie Winston, are recited without rhythm and without music. The comic/ironic effect underscores the fact that words sometimes aren't enough, as expressed in our line: “Vodafone now gives you not just words but music too.”