Cellnet avoids phones in 10m push

Mobile phone network provider Cellnet has unveiled details of its new 10m campaign through Abbott Mead Vickers.BBDO, which was revealed in Marketing Week (MW August 18).

At the same time, Cellnet is trying to distance itself from widespread customer confusion over how mobile phone contracts work by rewriting its literature along the guidelines set down by the Plain English Campaign.

The new TV ads break on September 4 and run until the peak Christmas season. None of the new TV ads show mobile phones. Instead they show people who are miles apart holding a normal conversation.

The first shows a policeman telling his son a bedtime story, the second a husband reassuring his pregnant wife that she is not fat, and the third features a boss catching out a salesman.

“The new ads are intended to build the brand and convey that Cellnet lets people who can’t be together talk wherever they are,” says Janet Tipper, campaigns manager with Cellnet.

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