"Cloud (DC)"

18 July 2025

30s

Fluffy, but fierce.

Is 48 Mobile sixteen times better than Three? The former likes to think so, we reckon. It also boasts a new campaign directed by Florence Poppy Deary, whose commercial reel continues to grow at a rate of knots. Her latest spot revolves around a father-son trip that may well end in tragedy—first, dad has this to say: "Did you know you get unlimited data with 48 Mobile?"

It costs £12.99 a month with no annual price rise to sour the deal. Interest piqued, the younger man says: "That's a big yep." Here's where the Met Office or perhaps even the military need to get involved, as a humongous cloud shaped like the word 'yep' forms on the horizon. Not your common-or-garden stratus, cirrus, or cumulus cloud, that's for sure.

Now that the message has sunk in, the son asks if the cloud's about to eat them. The pause that follows is masterful, as is the way Dad reaches out and holds his son's arm for the last time. He could never lie to the boy—at least they get to check out together, while viewers, er, check out the advertised mobile operator.

Ireland

Mobile Phone Networks