The (managing) director’s cut

Readers who have been bemused by the latest Phones 4U television ad, in which a sinister compère runs a pub quiz in a bar (the rather crudely named Cock & Pea) frequented by creepy halfwits, will be pleased to know that it is really following in a long line of conventional advertisements. It is, in fact, merely a vehicle for the acting debut of company owner John Caudwell (although the Diary hopes the rest of the ad’s cast aren’t Phones 4U employees too).

Like Stelios Haji-Ioannou, Sir Richard Branson and, er, Mike from Mike’s Carpets, Caudwell has decided it’s time to become the public face of his brand – but he’s done it in a rather unusual way. Rather than take a starring role extolling his products, Caudwell has opted for a cameo as the glass-collector in this horrible hostelry.

Perhaps Caudwell will get to strut his stuff in further ads – and at least viewers will be spared a Victor Kiam-esque tagline. “I liked it so much, I founded the company” doesn’t really work…