“There’s something really humbling about a pet regarding you as a fool. And who better to judge our phone behaviours than the furry victims at the receiving end of some of them,” says BBH Dublin creative lead Aubrey O’Connell. “Why do you keep sticking this rectangle in my face? Why are you paying more when you don’t need to? Two very valid points, simply made.”

Like Back Market’s ads mocking people’s poor quality photos, Tesco Mobile Ireland has chosen to gently tease customer habits in new ads by BBH Dublin. Here, goofy cat videos are in the firing line.

The cats appear to chat amongst themselves, and conversation is dominated by the annoying things their owners put them through, like dressing up in silly costumes and starring in goofy videos. The grumbling puts a nice twist on the classic Creature Comforts formula, as do the enjoyably uncanny puppets.

The ads are directed by Jeff Low, known for his ads starring animated critters for the likes of Telstra, Virgin Media and PETA, and feature cat puppets created by Poland-based maker Sylwia Nowak, who was a part of the Isle of Dogs puppet team.

“Tesco Mobile is a challenger brand in the Irish mobile market so we wanted to create a campaign that really stands out and feels Irish,” says Amanda Farrell at Tesco Ireland. “The campaign is rooted in the insight that we all do the same things with our phones but that with Tesco Mobile you can get great value, beyond just price.”

Credits:
Agency: BBH Dublin
ECD: Felipe Serradourada Guimarães
Creative Director: Luke Till
Creatives: Jack Walsh, Eva Redmond
Creative Leads: Aubrey O’Connell, Sam Caren
Production Company: Biscuit Filmworks
Director: Jeff Low
DoP: Joao Padua
Edit House: Shift House
Post-Production: Gabha
Grade: Bacon x Copenhagen
Sound House: Scimitar Sound