Ali Wong calls out pricey roaming in Vodafone's latest campaign via Howatson+Company
Vodafone has launched the third chapter of its campaign with Ali Wong via Howatson+Company, this time taking aim at inflated roaming charges from big telcos. The new work calls out some competitors charging $10 a day to roam, with Vodafone offering $5 as the straightforward alternative. Wong r
June 26 2026, 9:06 am| |No CommentsVodafone has launched the third chapter of its campaign with Ali Wong via Howatson+Company, this time taking aim at inflated roaming charges from big telcos. The new work calls out some competitors charging $10 a day to roam, with Vodafone offering $5 as the straightforward alternative. Wong returns with her trademark bluntness, pointing out that another big telco charges customers double for roaming. Her message is simple: don’t pay double. Roam for $5 a day. Unlike some competitors, Vodafone customers can use their existing plan overseas rather than relying on capped daily allowances. Says Bec Darley, Group Chief Marketing Officer at TPG Telecom: “Australians shouldn’t be paying a premium just to use their phone overseas. With Vodafone, customers can use their plan in over 100 destinations for $5 a day, no daily data caps, no complicated add-ons. So it’s a fair question: why are Australians still paying double to roam?”Says Richard Shaw, Deputy CCO at Howatson+Company: “We keep asking why Australians are paying more than they need to? The question and the comedy is really landing with people — which is great to see. ”The campaign is part of a series that has taken on network quality, everyday pricing, and now roaming – building a consistent case that a great telco experience at home or overseas doesn’t have to cost more. The campaign will run nationally across film, online video, social, and out-of-home. VodafoneGroup Chief Marketing Officer, TPG Telecom: Bec DarleyHead of Brand and Marketing: Lisa CroninHead of Brand and Partnerships: Krista BlytheBrand Manager: Laura MuraHowatson+CompanyChief Executive Officer + Founder: Chris HowatsonChief Client Officer: Katherine ChenSenior Business Director: Juliet LoneraganSenior Business Manager: Beth ToothillExecutive Strategy Director: Katharina VassarChief Creative Officer: Gavin ChimesDeputy Chief Creative Officer: Richard ShawSenior Art Director: Jack CloseSenior Copywriter: Zak HawkinsChief Design Officer: Ellena Mills-StainerHead of Design: Trent MichaelDesigner: Harry ChambersStudio Lead: Simon MerrifieldHead of Production: Holly AlexanderHead of Music and Sound: Shane VancuylenbergProduction: Caviar LAManaging Director: Michael SagolExecutive Producer: Tova DannDirector: Neal BrennanProducer: Dave BernsteinDOP: Janusz KaminskiProduction Designer: Max OrgellPost Production: HecklerPost Executive Producer: Steven MarolhoPost Producer: Coralie TapperLead Editor: Mark BennettHead of VFX: Tom CorbettColourist: Fergus RotherhamVFX Supervisor & Lead Flame: Julian FordPhotographer: Robby KleinMedia agency: StarcomRegister for FREE HEREand receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine. #More Creative News #No paywalls #No annual membership feesSubscribe to Portfolio & Reelfor current listings of Australian and NZ ad agency and production company leadership and key personnel.