ARCHIVEQualcomm Snapdragon Reframes Workplace Performance With Office Tripped
How Qualcomm 's Office Tripped Exposes the Unplugged Performance Gap Office Tripped is a 2025...
Tesco Ireland Lets Cats Make the Case for Tesco Mobile
Tesco Ireland's 'Same but Tesco' is a 2025 film campaign created by BBH Dublin that uses cat narrators to argue Tesco Mobile delivers the same network coverage and reliability as Ireland's major mobile operators, while adding Clubcard Prices, Points, Rewards and fixed contract pricing that those operators do not offer.
The campaign launched on 7 April 2025 in Ireland, comprising two 30-second television films supported by audio, out-of-home, social and digital activity, according to Creative Salon. It sits within the Electronic Devices category and represents Tesco Ireland's most direct competitive positioning of Tesco Mobile to date. The creative premise is built around a simple rhetorical move: if the coverage is the same, the decision comes down to what extra value the provider adds, and Tesco Mobile's answer to that question is the Clubcard ecosystem. The campaign carries a Clapboard Score of 63 out of 100.
In Ireland, where consumer trust in established mobile networks runs deep, the strategic challenge for Tesco Mobile is one of perception rather than infrastructure. 'Same but Tesco' addresses that challenge head-on by matching the claim of equivalence with a tone — dry, feline, observational — designed to disarm scepticism rather than argue past it. The two films each feature cats commenting on recognisable phone behaviours, grounding an abstract network-quality argument in everyday domestic moments that Irish audiences will find immediately familiar. BBH Dublin, which has held the Tesco Ireland creative account since opening its Dublin office in May 2022, as reported by Creative Salon, brings a clear strategic continuity to the brief.
Tesco Mobile occupies a structurally unusual position in the Irish electronics and telecommunications landscape. It operates as a mobile virtual network operator, meaning its competitive claim of equivalent coverage is not a differentiator against other MVNOs but a direct challenge to the perception of premium operators such as Vodafone Ireland and Eir, who benefit from brand heritage and significant above-the-line advertising investment.
The Irish consumer electronics retail market was valued at approximately 3.4 billion US dollars in 2024, according to data reported by Singapore Signal, with a compound annual growth rate of 1.4 percent between 2019 and 2024 per the same source. Online electronics e-commerce in Ireland generated approximately 1.406 billion US dollars in 2025, according to the e-commerce data platform ECDB, representing between 40 and 45 percent of total Irish electronics revenue per that same source. Within that environment, mobile device and service purchasing decisions are increasingly comparison-driven, making a clear value proposition essential for any challenger brand. Tesco Mobile's value proposition — same coverage, lower effective cost when Clubcard Prices and rewards are factored in — is precisely calibrated for a market where Irish consumers are accustomed to scrutinising value.
BBH Dublin's approach acknowledges that rational parity claims alone rarely shift brand preference. The agency, which took the Tesco Ireland account from Rothco, part of Accenture Song, as reported by Creative Salon, has consistently used emotional and tonal differentiation to give Tesco Ireland a distinct voice in a category where most competitors default to specification-led advertising. The 'Same but Tesco' campaign extends that philosophy into mobile, using humour as the carrier for a claim that would feel flat if delivered straightforwardly.
Director Jeff Lowe helmed both 30-second films for 'Same but Tesco', with production handled by Biscuit Filmworks, according to Creative Salon. The choice of production company is significant: Biscuit Filmworks has a strong international track record in comedic performance and character-led commercial filmmaking, and that expertise is visible in the execution here.
The films deploy cats as unreliable-yet-authoritative commentators on human mobile phone behaviour. The conceit works on two levels simultaneously. On the surface it is simply funny — cats observing people staring at screens is an image that resonates with contemporary Irish audiences because it reflects a genuinely shared domestic reality. Beneath the humour, the cats function as a structural device: by having a non-human narrator describe phone habits without brand loyalty or commercial interest, the campaign creates a moment of apparent objectivity before landing the Tesco Mobile argument. The creative logic is that the cats do not care which network you are on; they only notice that you are on your phone, which makes the subsequent 'same coverage, better value' claim feel like common sense rather than sales copy.
Media agency Mindshare Ireland handled the campaign's media planning, according to Creative Salon, deploying the two films across television and extending the campaign through audio, out-of-home, social and digital channels. The cross-channel architecture ensures that the tonal consistency established in the films carries through to shorter-form touchpoints. Creative Salon published a positive editorial review of the campaign on 8 April 2025, noting the campaign's humorous cat-related television spots as its central creative asset. BBH Dublin's creative direction positions Clubcard Prices and the broader Clubcard rewards structure as the functional punchline that the campaign's tone earns the right to deliver.
No verified performance data for the 'Same but Tesco' campaign is publicly available at the time of writing. Campaign metrics such as brand lift, Tesco Mobile subscriber growth or Clubcard uptake attributable to this activity have not been publicly disclosed by Tesco Ireland or BBH Dublin.
What the campaign's award recognition does confirm is creative industry validation. BBH Dublin won a Gold Bell at the ICAD Awards 2025 in the Advertising and Film category for Tesco Mobile's 'Same but Tesco', according to ICAD. The agency also received a Silver and a Commendation from ICAD in the same awards cycle for Tesco Mobile work, per ICAD's published results. ICAD, the Institute of Creative Advertising and Design, is Ireland's principal creative awards body, and Gold Bell recognition in film represents a significant benchmark for Irish advertising craft in 2025.
Structurally, the campaign's effectiveness case rests on the clarity and memorability of its central argument. The parity claim — same coverage as major networks — is one of the most difficult messages to make stick in telecommunications advertising, because consumers default to assuming that lower cost means lower quality. By housing that claim inside a comic, character-driven narrative featuring cats, BBH Dublin gives Irish audiences a memorable vehicle for a message they might otherwise discount. The Clubcard Prices mechanic adds a tangible, Tesco-specific proof point that no direct competitor can replicate, anchoring the campaign's emotional tone in a concrete commercial offer.
'Same but Tesco' is a Tesco Mobile campaign created by BBH Dublin and launched in Ireland on 7 April 2025. It uses two 30-second cat-narrated films to argue that Tesco Mobile offers equivalent network coverage to major Irish operators, with Clubcard Prices, Points and Rewards adding further value, according to Creative Salon.
BBH Dublin created the 'Same but Tesco' campaign for Tesco Mobile Ireland. BBH Dublin opened its Dublin office in May 2022 with Tesco Ireland as its founding client, as reported by Creative Salon, having taken the account from Rothco, part of Accenture Song. Mindshare Ireland handled media planning across the campaign.
Director Jeff Lowe directed both 30-second films for 'Same but Tesco', with Biscuit Filmworks serving as the production company, according to Creative Salon. Biscuit Filmworks is known internationally for comedic and character-driven commercial production, a strength that is evident in the campaign's cat-narrated creative approach across both films.
BBH Dublin won a Gold Bell at the ICAD Awards 2025 in the Advertising and Film category for the Tesco Mobile 'Same but Tesco' campaign, according to ICAD. The agency also received a Silver and a Commendation from ICAD in the same cycle, confirming broad recognition across Ireland's principal creative advertising awards body.
Clubcard Prices function as the campaign's central competitive differentiator. 'Same but Tesco' argues that Tesco Mobile matches major Irish network coverage, then positions Clubcard Prices, Points and Rewards as benefits no rival operator can offer. This framing transforms an existing loyalty mechanic into a mobile-market proof point unique to Tesco Ireland.
Ireland's consumer electronics retail market was valued at approximately 3.4 billion US dollars in 2024, according to Singapore Signal, with online electronics e-commerce generating around 1.406 billion US dollars in 2025 per ECDB. Within that comparison-driven market, 'Same but Tesco' positions Tesco Mobile as a value-led alternative to premium Irish operators such as Vodafone Ireland and Eir.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
.jpg&w=256&q=75)
.jpg&w=256&q=75)
