I’ve decided to make a change

Megan Gale is an Australian model and actress born in 1975, who became famous in Italy at the turn of the millennium for becoming the face of the mobile phone brand Vodafone, as well as for appearing in a number of Italian Christmas comedies.

A figure who, at least in these parts, had disappeared from view for at least fifteen years. But even back home, apart from a regular role as a judge on the programme Australia’s Next Top Model, the beautiful Megan has drastically cut back on her work commitments in favour of a life more devoted to her family.

Since 2017, she has been married to Shaun Hampson, a former Australian football player, and the couple live happily together with their two children. Everything seems to point to the classic peaceful existence of a star whose best years in the industry are now behind her, until Megan receives a phone call from Italy.

“We need a face for an advert for a well-known telephone company, and the marketing director has thought of you!”

Megan initially thinks it’s a joke. Someone clearly wants to have a laugh at her expense, reminding her of the seven years she spent advertising Vodafone in Italy, but it doesn’t take long to realise that the proposal is as serious as it gets. Except that this time, it’s not Vodafone, in a nostalgic mood, making the offer, but Iliad, a rival company.

Boom! The idea is as simple as it is brilliant: take the figure who has represented Vodafone in Italy more than anyone else, who has long embodied the company with her smile, her walk and her sinuous curves, and simply have her admit that... there’s something better out there.

A simple phrase: “I’ve decided to switch.” A marketing move that packs such a powerful message it didn’t go down well with the top brass at Vodafone (now part of Fastweb), who were quick to deploy a team of legal experts, complete with a formal warning letter sent to the rival company.

The argument put forward in the cease-and-desist letter is that the advert contains an unauthorised reference to Vodafone’s corporate image and that the advert has a disparaging tone that is not even particularly subtle. In other words, either the advert will be withdrawn or the battle will move to the courtrooms, with the risk of claims for millions in damages.

For the time being, Iliad does not appear willing to bow to the pressure, but it is likely that, in order to avoid risky litigation, it will adopt a softer tone for its upcoming adverts and that any direct or indirect reference to the model’s previous partnership with Vodafone will disappear.

For those who missed it, here is the advert below. Will it remain a precious one-off, or will Iliad turn a deaf ear and continue with the aggressive approach it has taken from the outset?