Keith Lemon Upgrades to Dubai in Latest Carphone Warehouse Campaign

Carphone Warehouse has today unveiled its latest marketing campaign starring Keith Lemon, debuting first in cinema alongside this year’s summer blockbusters.

Travelling to Dubai where everyone always gets what they ask for, the ad shows Keith ‘rolling’ in a gold plated G-Wagon flanked by a Lamborghini and Ferrari, and sporting his latest swimming trunks on a private super yacht with some new local friends. 

Filmed over three days in an opulent Dubai where everything is upgraded, and in the scorching heat of the desert, Keith continues his quest to tell the nation to just ask Carphone Warehouse for a ‘proper good upgrade deal’.

In what is Keith Lemon’s fifth appearance for Carphone Warehouse, the new campaign, created again by Brothers and Sisters, kicks off with a full 60 second ad in cinemas across the UK from 22nd July. It is expected nearly 7 million viewers will flock to the cinema to see this year’s hottest summer blockbusters, Star Trek Beyond, Suicide Squad and Magnificent 7, and Carphone Warehouse is taking full advantage of several ad gold spots for maximum exposure. 

The 30 and 40 second second TV ads will make their debut on the 8th September, as the campaign enters its next phase ahead of one of this year’s most anticipated handset launches. In addition, four short videos have been produced specifically for social media to be seeded across Carphone Warehouse social channels including YouTube and Facebook. These short bursts see Keith trying his hand at golf and extreme fishing, reinforcing how ‘satisfying’ and ‘spectacular’ getting an upgrade deal from Carphone Warehouse is.

Gary Booker, Chief Marketing Officer, at Dixons Carphone said, “We’re the only place where customers can compare thousands of tariffs across the major networks including iD and we know customers won’t get a cheaper deal anywhere else as ‘we won’t be beaten on price.’ Holding our TV and social campaigns until September is a key strategic move for us, to ensure we are creating maximum impact with our audiences for our upgrades and price promise messaging in the lead up to new handset launches and Christmas.”

Matt Charlton, CEO, at Brothers and Sisters said, “For the fifth instalment in our series with Keith Lemon, we loved the idea of travelling to a place where you can upgrade anything, because as Keith says, Carphone can give you a proper good upgrade deal. Dubai is known for being bigger, better, bling-ier, so what better setting for Keith to upgrade everything he comes across – he even ropes in a sunglasses-wearing falcon!”