T-Mobile unveils ‘What Britain loves’ in ad by Saatchi & Saatchi for Full Monty plan

The 90-second launch ad will air for the first time on ITV on Saturday, with 30 and 60 second versions to run for two months on ITV, Channel 4, Five and a number of digital channels.

Ben Fritsch, head of propositions for T-Mobile UK , said: “Over the past two years, we’ve seen a rise in mobile internet use of over 250%, which reflects the consumer trend of being ‘always on’ wherever they are. However, consumers also still want to retain a more personal level of communication by calling or sending a text.

The Full Monty has been designed for customers who want the peace of mind that there are absolutely no limits placed on their allowances, whilst also knowing they’re getting market leading value for money. We believe our Pay Monthly portfolio offers plans to suit anyone’s needs, all at accessible prices – and we’re really proud to be the first to offer a plan like The Full Monty in the UK”.

Orange, which together with T-Mobile forms Everything Everywhere, is also set to launch a campaign, according to Mobile magazine, using ninjas to represent ‘ the invisible Orange network, appearing when a customer needs them and setting off on missions to bring customers more’.

Created by Fallon and also to air from Saturday, the ad for the Panther tariff is set on a train platform where ninjas help a bored man access content on his phone while he waits for his train to come.

Spencer McHugh, Everything Everywhere's director of brand, said: “We are extremely proud and privileged to be running two of Britain’s most famous brands – T-Mobile standing for brilliant value for money, and Orange showing it goes the extra mile to offer customers more. Our assault on the market is underpinned by ensuring our two campaigns are distinct, and relate directly to the needs of the two customers bases.”