So far this year, 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. 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.

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.