Vodafone’s field of dreams now a nightmare as advert deemed 'irresponsible'

Call it barking mad or a load of bull, but a TV advertisement on behalf of Vodafone depicting a bull scared off by a virtual barking dog has been deemed “irresponsible” by the advertising watchdog.

Photo credit: Stills from the advert, which has now been pulled by Vodafone. The couple scales a gate before settling down to picnic, only to be confronted by a bull. The man uses his phone to search for ‘how to calm a bull’. He has no signal and his companion hands him her Vodafone network phone displaying a video of a barking dog and the bull walks away

A number of viewers took issue with the ad which shows a couple scaling a gate before settling down to picnic in a field, only to be confronted by a bull. The man takes command and uses his mobile phone to search for the answer to “how to calm a bull”. However, he has no signal and his companion hands him her Vodafone network phone displaying a video of a barking dog and the bull walks away.