Clemmow Hornby Inge has turned to the internet for the launch of
its latest campaign for Carphone Warehouse, the agency's founding
The viral campaign involves a series of three mpeg films, which support
a Carphone Warehouse promotion built around Snake II, the computer game
offered as an extra on most mobile phones. Customers who register at
Carphone Warehouse stores will attempt to win a trip to Australia by
posting the best score for the game.
The deliberately grainy ads, shot with a hand-held video camera, show
mobile users' thumbs gearing up for the challenge ahead. One spot shows
a thumb marching around an army boot camp. Another focuses on an
oriental thumb, in kung fu attire, which bows, circles, chants and
headbutts its way through a plank. The final execution shows two thumbs
engaged in a hard-fought tug of war.
Each ad ends with a shot of a thumb, wearing a corked hat, on holiday in
"We wanted to generate some interest around our Snake II competition and
gave CHI an open brief," the head of communications at Carphone
Warehouse, Tristia Clarke, said.
The ads were written by Laurie Smith and art directed by Matt Pam. Media
was handled by CHI.