Karl Pilkington narrates new no-nonsense ads for SMARTY mobile network

Sim-only mobile network SMARTY has this week launched an omnichannel campaign to drive greater awareness of its consumer proposition.

The Three-owned service is aiming to bring simplicity, transparency and trust to an industry which is for many often shrouded in confusion and overly-complex jargon.

‘Less malarkey, more SMARTY’ will be led by two hero films that poke fun at the needless complexities associated with daily life, featuring no-nonsense narration by comedian Karl Pilkington.

Additional assets will be launched nationwide across TV, radio, out-of-home, print, social media and online channels to promote the network’s range of sim-only plans. Developed by MSQ’s lead creative agency The Gate, the campaign’s media planning and buying was handled Publicis-owned Zenith.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

“SMARTY’s commitment to brilliant simplicity aligns perfectly with our mission to create advertising that connects with people on a deeper level,” The Gate chief creative officer, Lucas Peon said.

“The new brand platform does just that by highlighting the real-life benefits of being a SMARTY customer and calling out the malarkey that often comes with traditional mobile network providers.”

The news follows the recent announcement by sim-only rival VOXI that it was stepping up its marketing and advertising activity with the appointment of AMV BBDO as its new lead creative agency.

SMARTY head of brand and marketing, Sayed Hajamaideen “MSQ truly understands our brand and the message we want to convey to our customers, we’re confident that our new brand platfom will resonate with people who are tired of the malarkey and complexity that often comes with mobile network providers and are looking for a simpler, better alternative.”