Phones 4U has splashed £10 million on its latest ‘Jack’ advertising campaign.
The campaign went live earlier this month across television, print publications, internet, mail shots and Phones 4U retail outlets.
Phones 4u marketing director Jim Slater said the campaign differentiates Phones 4U from the "safe corporate world" of the likes of Carphone Warehouse and network retail.
He said: "We have the most persuasive campaign in the mobile retail market. It’s important we continue to build on the successful elements of the original ‘Jack’ campaign. Our brand must continue to distance itself from the safe, corporate world of our competitors’ advertising."
The campaign, like previous ones, is intended to highlight the confusion felt by mobile consumers when they are looking to buy a new mobile, and the easy solution available at Phones 4U.