"Your Second Most Important Network"

23 March 2026

60s

Not your number one priority.

Rather than push back against the idea that their mobile phone network is anything other than an expedient choice, Tesco Mobile has decided to embrace this idea in a clever and unusual way. They are not, according to this, our most important network... that is, of course, our family and friends. What Tesco enables us to do though is stay in touch with that important network with as little fuss and expense as possible.

The most attention grabbing mobile phone network advertising at the moment is coming out of EE, and part of the success of their campaign lies in aligning themselves with the everyday issues that face modern families. Arguably, this is the natural terrain for Tesco, and this could be a piece of communication which aims to take back the lunch which has been stolen from them by the brilliant EE ads.

If that is the case then this is a pretty shrewd way to go about it. Directorial pairing in Novemba have found real beauty in the everyday and the script from BBH is rich with moments of relatability. Excellent work.

UK

Mobile Phone Networks