First Telecom, the national and international discount calls company, launches its debut TV campaign this week with a branding push. The two 30-second ads, created by Walsh Trott Chick Smith, will run initially for six weeks in the London area on ITV, Channel 4 and Channel 5. The TV campaign will be backed by direct response ads in the national press and a direct marketing campaign. A hand with an extended index finger to signify ‘first’ is used as a branding device, with the straplines ‘Think First’ and ‘First Telecom’. The hand makes various signals, while the voiceover promises savings of up to 50 per cent on international calls. The campaign forms part of the company’s 2m spend this year.