Tesco drafts in Ronnie Corbett to push its Mobile service

Tesco Mobile is launching an ad campaign starring comedians Ed Bryne, Gina Yashere and Ronnie Corbett that attempts to position the network as a serious rival to O2, EE and Vodafone.

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The comedians star in separate TV spots, launching this week, that highlight how “there is nothing funny” about the supermarket’s mobile network offering. It features Tesco Mobile customers being ridiculed in everyday situations before the comedians stop the laughter by delivering dead-pan accounts of the service’s benefits.

Simon Groves, chief marketing officer for Tesco Mobile, says: “Some people still haven’t got the message that Tesco Mobile is a serious, quality network, so I’m delighted that our new campaign tackles their misconceptions head-on. With all the latest handsets and the best customer service in the industry, there really is nothing funny about Tesco Mobile.”

The Wieden + Kennedy Amsterdam created ads will be supported by print and outdoor activity.

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