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The advertisement is called "Thumbs" but viewers watching Voxi's new creative offering say they can see something more saucy.
The advert shows a mountainous forest setting and is a play on a civilisation worshiping a supreme being.
The population are thumbs and the being is the phone network, except some of the thumbs look a bit phalic.
Writing on Twitter user Thomas Hobbs wrote: "I’m sure Vodafone set out to make a snappy advert - all about thumbs and phone use - for its VOXI brand. Somehow the reality is a field full of cocks."
Another confused viewer JackieNeill wrote: "Not sure the thumbs in the @VOXI_UK advert look as much like thumbs as they should"