Ericsson takes ironic turn with latest phone ad

- The latest version of Ericsson's 'Make yourself Heard' mobile phone campaign takes an ironic turn with the company asking people to switch their phones off.

- The latest version of Ericsson's 'Make yourself Heard' mobile phone campaign takes an ironic turn with the company asking people to switch their phones off.

It is not, however, the case of an advertiser losing its commercial mind more a plea on behalf of cinema goers, who can find a night out ruined by the incessant ringing of mobile telephones.

Ericsson and its agency Young & Rubicam have got together with the cinema sales contractor Pearl & Dean to combat the nuisance of phones ringing during movies. The result is a commercial to be show on 700 Pearl & Dean screens from 17 April.

The ad opens with a blank screen and the sound of a mobile phone ringing. After four aggravating seconds the world 'Plonker' appears on screen, and the ringing stops. The next visual invites the audience to 'Make yourself heard. But not for the next two hours'.

The commercial was created by Dave Westland and Dominic Paver at Y&R.



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