Mother has created the first TV advertising campaign to target business customers for mobile phone operator Orange. The £8m campaign breaks on March 20 and features a satirical character called the ‘Hard Nosed Business Man’, who represents the most demanding customer. There are five executions, each of which portrays the Hard Nosed Business Man in different work-themed comedy scenarios. One ad, which promotes Orange’s international roaming capabilities, shows the Hard Nosed Business Man on holiday. Once he realises he can use his mobile phone to access all his corporate information, he immediately sets his son, Jennings, to work building an office in the sand. The strapline for each ad is ‘Bright Business’. The TV ads will be preceded by four teaser executions. Media is handled by Media Planning Group.