​'Less malarkey, more SMARTY' brings to life SMARTY’s simple and honest approach to mobile in a way that pokes fun at needless complexity in our daily lives and showcases SMARTY’s competitive SIM-only plans. The campaign has two films, the first showcases a farmer who only accepts payment in crypto currency for his potatoes and onions, and the second a customer who is struggling to buy plain white paint in a store with a sea of white paint options. Karl Pilkington, the king of no-nonsense, is the voice of the campaign.​