Carphone Warehouse is launching its second TV campaign through TBWA/London with a pounds 3 million push breaking next Wednesday. The campaign, which consists of one 40-second spot supported by ten-second executions, continues the theme of choice management.
The 40-second spot centers around a Blind Date-style TV gameshow, in which a female contestant is asked to choose one of three men. She struggles to make a decision, unaware that only one of the choices is an attractive hunk, while the others are seriously lacking in sex appeal.
The presenter subtly strokes her chin with three fingers to indicate which contestant she should opt for. When the door opens to reveal her blind date, the contestant flings her arms around him and screams with delight.
The ad shares the same endline and voiceover as the 'chocolates' branding campaign, with a narrator repeating the message: 'We know that having a choice is great, but sometimes it's nice to have a little help.'
The ad was art directed by Brian Campbell, written by Ben Priest and directed by Steve Reeves for Stark Films. Media was planned by Unity and bought by Matters Media.