Keith Lemon Upgrades to the Alps in New Carphone Warehouse Spot

Carphone Warehouse has today unveiled its latest marketing campaign starring Keith Lemon.

Taking time out from impersonating the Kardashians in his latest TV show, the ad sees Keith donning his swim trunks in sub-zero temperatures in the Alps while plunging into a hot tub in an attempt to encourage viewers to ask for an upgrade at Carphone Warehouse, because ‘just like his mum used to tell him, if you don’t ask you don’t get.’

Filmed over two days in the snowy Austrian Alps, the 30 and 40 second ads feature Keith taking to the slopes of Obertauern to meet local residents at an Alpine resort where he gets to try his hand at Alpine horn blowing and ski jumping. In exclusive online versions of Keith’s Alpine adventure, we see him meet with a local sausage vendor, and champion Yodeller, Zabine Kapfinger. 

In what is the fourth time the comedian has starred in Carphone’s ads, the latest TV ad sees Keith Lemon continue his lead role, which has taken him as far afield as Australia and Japan. It is part of a fully integrated marketing campaign including digital, press and PR aimed at encouraging customers to ask Carphone Warehouse for an upgrade. 

In his own words, the ads show Keith in his tongue in cheek fashion talking about how ‘If you don’t ask you don’t get’ and as he talks to camera, believes ‘you’re a total mung bean’ if you don’t ask Carphone Warehouse for an upgrade.

Keith Lemon said,  “Sitting in a hot tub in the Alps is quite glamorous, but it’s a bit weird by yourself, it would have been better if there were some tidy birds in the hot tub with me, instead of the crew just looking at me whilst they ate danish pastries.”

Gary Booker, Chief Marketing Officer, at Dixons Carphone said, “When it comes to upgrades comparing your options rather going direct can often result in a better deal. At Carphone Warehouse we’re the only place where customers can compare thousands of tariffs across the major networks. Our Price Promise means if people find a better deal elsewhere we will match it and pay their first month’s line rental. We’re challenging the nation to ask for a better upgrade deal, because if you don’t ask, you don’t get.”

Andy Fowler, ECD of Brothers and Sisters added, “When we told Keith, over a cuppa, that Carphone Warehouse is the best for phone deal upgrades, it reminded him of a phrase his mum used to say ‘Keith if you don’t ask, you don’t get.’ We thought this was so smart, typical Keith really, that we decided to run with it. If Keith ever wants a job as an advertising creative, he is always welcome.”

Launching across all formats today the campaign will run until the 27th March. There are several pieces of additional content which will be seeded across Carphone Warehouse’s social channels, including Facebook and YouTube.  The ad will air first today, Thursday evening, over a number of channels including during Channel 4’s ‘8 of out 10 Cats does countdown’ with a  prime spot following on Saturday 5th March during ITV’s popular ‘Ant and Dec’s Saturday Night Takeaway’.