Brash British comedian Keith Lemon is something of an acquired taste, but Carphone Warehouse is putting him to good use in its latest campaign, aimed at millenials.
In the campaign, Lemon visits countries that don't have Carphone Warehouse -- to show that without a retailer like Carphone that offers people the best mobile details, people are struggling with their phones. After visiting Tokyo in the first ad, in this one he's in Miami, harrassing a bodybuilder who barely has enough data on his device to upload selfies, and a female lifeguard who sticks a coathanger on her phone because she can't get a signal.
Throughout, Lemon is quick to poke fun at the fact he's in an ad at all, with lines like "Sorry, no hard feelings, I'm paid to say these things." Matthew Charlton, CEO of Brothers and Sisters said in a statement: "The campaign is aimed at millennials, people who don't like advertising. The more this campaign breaks the rules of how advertising and brands are supposed to behave, the more they love it."
Meanwhile, Americans might not be so unlucky after all: owner Dixons Carphone recently inked a deal with Sprint which would see it open up to 500 stores.