Martin Freeman has found himself embarrassed at a wedding and in a criminal mix-up in a car park in his tenure for Vodafone’s ads so far. Now the actor finds himself as the lead role in an epic love story for the telecom brand’s Christmas campaign, which has been built on subtle, self-deprecating humour to win favour with a UK audience.A Christmas Love Story was created by WPP’s Team Red, creatively led by Ogilvy & Mather London. The saga is told across six pieces of content – two for TV and four for social – and begins with the hapless Freeman bonding with his love interest, Claire, over a love of It’s A Wonderful Life on a train station platform.The ads were filmed on location in Scotland and were directed by Biscuit’s Jeff Lowe. As well as educating consumers on the benefits of Vodafone’s services, they also aim to highlight two new launches: new pay as you go product PayG 1 and Vodafone Passes, which gives pay monthly customers the chance to use their favourite video, social or chat apps without using up their data.A Christmas Love Story features Vodafone’s new brand identity, which was unveiled globally last month. The spot launches tomorrow (1 November) and will be supported by above the line, social and digital executions.