Red Brick Road unveils Tesco Telecom work

by Sarah Woods, Brand Republic 06-Jul-06, 09:00

LONDON - Bob Hoskins is to provide the voiceover in a new advertising campaign for Tesco's Telecoms, which is among the first new work produced for Tesco by Sir Frank Lowe's new agency Red Brick Road.

Red Brick Road poached the £45m account from Lowe last December when Sir Frank left to set up his new shop.

The agency has created the campaign to raise awareness of Tesco Internet Phone service, which offers cheap calls. Tesco launched its free-call internet phone service in January in an attempt to encourage customers to switch from using a traditional phone service and benefit from no line rental.

Hoskins, who was once the voice of BT's 'it's good to talk' ads created by Abbott Mead Vickers BBDO, provides his voice for the campaign to "enhance the down to earth tone of the ad", according to a Tesco spokesperson.

The first spot, which breaks this week, builds on Tesco's "every little helps" tagline created by Lowe, in an extended 40-second television ad.

The campaign will also feature on radio, online and as an interactive TV ad, the latter being produced by Red Bee Media.

The spokesperson for Tesco, said: "This campaign is a big step towards Tesco Telecoms' goal of bringing internet phone to a mass market. The message of free calls between Tesco Internet Phone users anywhere in the world is very powerful."

The ad was produced by Blink and the copywriter is Liam Butler.

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