CHI creates Carphone Warehouse campaign

Clemmow Hornby Inge's first television advertising since its launch

breaks this week, kicking off an integrated branding campaign for The

Carphone Warehouse.

The drive, which runs across TV, radio, press, point of sale, new media

and direct marketing, attempts to convince the public that choosing

where to buy a mobile phone is more important than what mobile they


A 40-second TV ad, running across Sky TV and Channel 4, illustrates this

with the tale of an urchin-like animated handset who is kicked out of

his owner's house when she discovers how expensive her mobile bills are.

The lonely phone wanders the rain-washed streets, as a voiceover ponders

how different things could have been had he been bought from The

Carphone Warehouse.

A fantasy sequence reunites the phone with his previous mistress, while

the voiceover reflects on how he could have had a choice of all the

networks and couldn't have been bought cheaper.

The voiceover concludes "let's hope one day all phones come from The

Carphone Warehouse", as the screen displays the drive's tagline: "For a

better mobile life."

The execution, which was written and art directed by the agency's

creative director, Charles Inge, breaks at a time when leading mobile

phone operators are being forced to admit that many customers no longer

use their mobiles.

However, Charles Dunstone, the chairman and chief executive of The

Carphone Warehouse, has repeatedly quashed rumours that the contracting

market would lead to a profit warning from the company, arguing that

increased subscription sales and a move towards billing services will

keep the business on track.

"Customers are now looking for better handsets, greater access to new

technologies and useful services such as football alerts," The Carphone

Warehouse's head of communications, Tristia Clarke, said. "The Carphone

Warehouse has a reputation for being much, much more than a shop."

The ad will run until 12 November, when it will be replaced by a

30-second execution for another two-and-a-half weeks. Supporting radio

executions are through Radioville. Media buying is by Matters Media with

consultancy from Unity.

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