People singing along to music in public might be an everyday sight in the age of smartphones, but Vodafone gives it a twist in this new U.K. ad- - the music lovers are from your grandma's generation. The senior citizens sing along to contemporary hits from the likes of Kelis, MIA and more in the spot by RKCR/Y&R, which was directed by Somesuch & Co's Kim Gehrig. While the idea could be said to be borderline patronizing, all of them look as if they're having a great time.
The ad promotes Vodafone's 4G content offers, which includes music streaming from Spotify. A social media element will encourage people to share their passions with stories and photos on Twitter using the #mostdevoted hashtag.