Phones 4u set to launch £10m ad campaign with Adam & Eve to promote phone upgrades

Phones4u is set to launch a new £10m campaign, developed by Adam & Eve and with media planning handed by Eden, to portray the retailer as the key destination for upgrades.

The ‘Upgrades 4u and u and u’ TV ad will launch tomorrow, Saturday 16 June, during the Million Pound Drop on Channel 4 and Big Brother on Channel 5.

Shot in London, Cardiff and Pembrokeshire, the ads feature voiceovers by Alex Macqueen (The Inbetweeners, The Thick of It), and cameos from Dean Gaffney (Eastenders) and Sophie Reade (Big Brother).

Caspar Nelson, head of brand communications at Phones 4u, said: “We’re really excited to be launching our new upgrades campaign. We know how important it is for customers to own the latest smartphones, and we’re aiming to raise awareness of Phones 4u as THE destination for a great upgrade deal, whether you’ve shopped with us before or not. Of course this message is delivered in the distinctive Phones 4u style that sets us apart from our competitors.”

As well as the TV ad, a radio ad will launch 21 June, with a nationwide outdoor and press campaign to run from early July, supported in store, via social media and online.

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