‘I’ve certainly had some difficult days’: Vodafone features Steve Smith’s life after ball tampering scandal
Phone services provider Vodafone has launched a new campaign featuring Australian cricketer Steve Smith as he reflects on life after the ball tampering scandal.
The ad, ‘Gutsy is calling’, features Smith discussing his life after he was banned by Cricket Australia for playing any test cricket following the infamous ball tampering scandal.
Throughout the one minute ad, Smith talks about how he was “in a pretty dark space” and the ways he tried to rebuild his reputation and enter back into the cricket community.
“It made me realise what other people go through and what they need to get through those difficult times.
“It was just about being upfront and honest and taking responsibility,” Smith says throughout the ad.
Vodafone’s ‘Gutsy is calling’ campaign shares stories of Australians approached situations which too “guts” and courage.
WPP’s J. Walter Thompson won the Vodafone creative account in March last year. The agency took the account just three months after Vodafone was dumped by incumbent agency Cummins & Partners.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Agreeing to front this ad simply confirms Smith has appalling judgement. To think he would make his first comments about his involvement in ‘sandpaper-gate’ via a commercial relationship has diminished whatever sympathy I ever held for him.
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Agree with you Nup
If smith was paid for that add one cant help feel he has not only ruined Australia’s reputation….he is now cashing in on his efforts.
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I guess now we know what Steve Smith thinks.
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Huge missed opportunity for Smith. This message could have been used to do some good rather than sell a telco. And what’s the link here Vodafone? Is there supposed to be a synergy between having the guts to call it with you’ve made a mistake and using Vodafone to make calls? I don’t get it.
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Shocker. Bad judgement call by both Smith and Vodafone. Hasn’t earn’t the trust or support of the public back.
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