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By Amy Houston | Senior Reporter

June 1, 2023 | 2 min read

The spot is the latest in the ‘We’re Up To Good’ brand platform for the mobile network.

Giffgaff has launched its first 18-month contract with a new ad that calls out all of its competitors that have treated customers poorly.

In the short, viewers witness a lavish business dinner, crowded with overzealous fatcats. As the camera pans across the table, the voice-over calls out the ‘contract confusers’ and ‘price risers’ dramatizing bad deals. After a coffee spills over a dodgy deal, there’s room for Giffgaff to provide a better one.

David Killick, joint head of brand and advertising at GiffGaff, said: “‘We‘re up to good‘ can never be a vacuous brand line, it’s a promise that sits at the heart of our business and drives innovation. With this new campaign, we're showing how ‘we‘re up to good' has inspired us to create a mobile contract like no other, one that will hopefully put an end to all the bad mobile contracts out there, for good.”

Created by ad agency Neverland, the campaign will run on TV, video-on-demand and in cinema throughout the UK, and will be supported with an integrated campaign across out-of-home (OOH), online, social and digital audio.

Noel Bunting, executive creative director of Neverland, added: “Nick perfectly captured that icky feeling we all get when we realize what’s really in our contracts and what mobile networks get away with. It feels good to be up to good.”

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