Turkey of the week: Carphone Warehouse's Mowbli makes an unwelcome return

Older readers may remember Mowbli, Carphone Warehouse's cutesy Nokia-style mobile phone mascot with arms and legs and a character of his own.

After being used to great emotional effect to help bring the boring world of mobile phone deals to life, Mowbli was pensioned off in 2008, at about the same time that Nokia was finding that customers had fallen out of love with it too.

In its debut work from Abbott Mead Vickers BBDO, Mowbli is back – and what a dislikeable smartphone he’s turned into. Aside from my admittedly irrational dislike of this imaginary brand character, surely it would have been nice to see both the brand and agency come up with an original and new idea?

Brand: Carphone Warehouse
Agency: Abbott Mead Vickers BBDO

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content