The latest TV commercial from Vodafone Ireland shows a mother returning to cycling after a long hiatus, highlighting how the mobile phone network builds on people’s connections to create positive differences.

Created by Grey London, the network campaign shows the cyclist struggling to keep pace with her friends as they ride across the beautiful and challenging Irish countryside.

The television commercial was directed by Bafta award-winning director Charlotte Wells, famed for the award-winning film Aftersun.

In order to bolster brand awareness, the campaign extends across out-of-home, digital and radio where more instances of powerful connections across Ireland are shown.

“For our latest work, we needed to showcase the power of Vodafone’s network using the brands human approach to connectivity. We pulled in the help of Charlotte to tell a real human story of a mother getting back into cycling after giving birth,” said Grey London executive creative director David Wigglesworth.

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He added: “To do this she hired real cyclists and a real mother returning to the bike—to become the heart of her tale. The result is an emotive, beautiful piece of storytelling that puts Vodafone at the heart of true connections.”

From congratulatory messages to Vodafone’s support of national institutions such as the Irish Blood Transfusion Service, all represent a mobile and broadband network that people across Ireland can rely on.

Vodafone brand director Orla Nagle said: “In this campaign we are proud to showcase the powerful impact moments of connection have for people all across Ireland and also highlight the role our network and many of our partners play in keeping us all connected, from sharing important life moments to bridging the digital gap for older people, we believe every connection counts.”