Giffgaff 'the man' by Albion

Albion is rolling-out an integrated ad campaign to help launch Giffgaff, the O2-backed community-run mobile phone network, which is set to emerge from its beta phase next month.

The campaign will include press and digital advertising, and will focus on a caricature of "The Man", an anonymous figure who enjoys a lavish lifestyle.

Each execution lampoons The Man for his excessive behavious, such as his frequenting of gentlemen's clubs and avoiding using public transport.

He is also criticised for his relentless quest for power and world domination.

Consumers are encouraged to "take back control" by joining giffgaff, a network that promises not to tie them down with "elaborate pricing or lengthy contracts."