Plus introduced the new advertising format inspired by British sitcom “Fawlty Towers”
In May 2011, Plus – one of the three biggest mobile networks in Poland with over 14 million customers – introduced a new brand strategy to anticipate the huge rebranding campaign of its main rival Era which became T-Mobile in June. Plus decided to terminate its array of subbrands (Simplus, MixPlus, 36.6, iPlus) and focus all advertising investment on Plus, the strong monolithic superbrand. The new strategy was followed by the launch of some new advertising formats – one of them is the British Sitcom format for the pay-as-you-go offers that previously existed separately as Simplus and 36.6 subbrands.
The TV adverts are clearly inspired by the BBC cult 1970s sitcom Fawlty Towers starring John Cleese as Basil Fawlty, the rude proprietor of hotel called Fawlty Towers in the seaside town of Torquay. In Plus ads the main male character called Desmond is resembling Basil Fawlty and his wife is obviously modelled upon Sybil Fawlty. The campaign communicates the new promotion of 29 gr for the phone-calls within Plus network, regardless of how long the phone-call lasts.
The sitcom was also extremely popular in Poland and thus majority of the audience can identify the references included in the spots. The second TV spot takes place in the hotel’s restaurant and features the waiter character which clearly resembles the Fawlty Towers‘s Spanish waiter Manuel who spoke very poor English. In the ad below Desmond says that the funny waiter is from Marseille…
In the latest TV ad Desmond is caught red-handed by his wife as he climbs upon an attractive blonde hotel guest. He cleverly explains that he’s been searching for the lady’s mobile phone which she apparently lost. Suddenly the waiter from Marseille appears holding the missing phone…
Plus’ British Sitcom campaign is developed by the creative shop called 303 (part of Y&R Group). The cast of the TV spots is British and includes: Paul Litchfield as Desmond and Kathryn Worth as Desmond’s wife. The ads were directed by Simon Cheek and produced by Papaya Films.