Tesco Mobile is harnessing the power of humour and relatability to convey how connected its network can make consumers. BBH London launched the first of three TV adverts which come as part of the new brand platform, ‘It Pays to be Connected’.

The TV ad comedically demonstrates how Tesco Mobile keeps customers connected. In the 40-second video, we follow the story of Kam and his slightly-too-in-touch boss.

Titled ‘Pavement Pounders’, the ad shows the aftermath of Kam joining his work’s running group, at a leaving party. He describes the countless messages from his boss, Gina, in Portugal, detailing any and every running-related update. While he chills at home on a newly ordered couch, his phone doesn’t stop lighting up with new messages from Gina.

Tiring of the copious updates, he asks, “Surely this is costing her a fortune?”, to which a Tesco Mobile assistant replies, “Actually, it isn’t”. With the network rolling out no EU roaming fees this year, Gina can send all the messages she wants at no extra cost.

Kam realises just how connected the mobile network can make him, perhaps even a little too connected to certain group chats. So he decides to switch to Tesco Mobile.

Rachel Swift, Chief Customer Officer at Tesco Mobile, spoke about the new brand platform. She said, “Tesco Mobile plays a vital role in helping people stay connected to their communities wherever they are, whatever they’re up to, which is why the campaign is rooted in day-to-day connection with friends, colleagues and family, with a little help from our friendly Tesco Mobile colleagues”.

Selma Ahmed and Genevieve Gransden, Creative Directors of BBH London, added: “We all have a group chat (or 20) that we love to hate and hate to love! So making something that feels reflective of how we really use our phones has been a joy”.

‘It Pays to be Connected’ launched across TV, social, print, and out-of-home. A total of three films will be released, echoing the same sentiment and sticking to the element of relatability. The first spot was directed by Fre Rowson and produced by Blink.

The light-hearted ad, set against a relatable, everyday backdrop, comedically highlights the network's offering. It shows that Tesco Mobile’s offering is so good it might just be too good. The new brand platform effectively leans into culture to showcase just how useful the network is.