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Lebara's Nail Salon Spot Takeaways:
- Lebara’s new ad puts EU roaming charges in the spotlight in a funny nail salon conversation.
- The campaign extends across billboards, public transport, airports and social media.
- The spot created by Double W Worldwide continues Lebara’s low-key, two-character format.
Lebara is taking another jab at Big Mobile with a sharp manicure and an even sharper script.
The budget-friendly telecom’s latest spot plays out in a nail salon, where two friends catch up over a mani-pedi.
The campaign’s message is simple: with Lebara, smarter choices don’t come at a cost.
Notably, it's also the second ad in the company’s “Smarter Mobile Network” series created by ad agency Double W Worldwide.
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And like its supermarket-set predecessor, it relies on stripped-down visuals and dry humour to make a point.
The one-shot setup zooms in on quick-fire dialogue and subtle glances to show how easily mobile users can be caught off guard... and how easy it is to switch.
“Most of the Big Mobile Networks have reintroduced roaming charges for roaming into the EU,” shared Mayur Jauhari, commercial director at Lebara.
"We’ve continued to keep EU roaming free because it’s the right thing to do.
This campaign highlights those everyday moments when people start to realise, they’re paying more than they need to and that switching is simpler than they think.”
From Nail Bars to Airports
Directed by Jonny Dixon, the spot starts with two friends at the nail salon having a chat.
One has just returned from a worry-free holiday in Italy, thanks to Lebara’s free EU roaming.
The other? Not so lucky. She was blindsided by a surprise roaming charge from her mobile provider.
Luckily, a better package deal awaits for her to make the switch: Lebara.
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The spot is only the beginning.
Lebara’s message is being amplified across the U.K. with 48- and 16-sheet billboards, digital escalator panels in the London Underground.
Ads are also placed on buses and in major airports, including London, Gatwick, Manchester, and Birmingham. Digital cutdowns are also rolling out on TikTok, Instagram, Facebook, and YouTube.
“It’s two people, one smart enough to switch, the other left defending the indefensible,” said Double W Worldwide founder Laurence Bray.
“Big Mobile’s losing its grip and we’re turning up the heat.”
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For a brand with a 4.8 Trustpilot score, three consecutive Which? recommendations, and two years as Uswitch’s Most Popular Mobile Provider, it’s a confident move.
And with a simple, conversational brand voice that resonates with everyday users, Lebara is clearly building its case not just with price, but with personality.
Our Take: Is Simplicity the Key to Sway Mobile Users?
There’s something smart about Lebara’s minimalist approach.
By setting real frustrations in everyday places like a grocery aisle or a nail bar allows its viewers do the math themselves.
I found the directness refreshing. No flashy graphics and no jargon.
It's just a simple, casual reminder that sometimes, switching networks really is as simple as it sounds.
In other news, DUDE Wipes launched a new campaign that shows you why wet is the way to go.
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