SMARTY

This campaign cuts through the noise with something we all want—less nonsense, more straight-up value. The SIM-only game’s full of jargon and confusion, so SMARTY kept it simple. “Less Malarkey, More SMARTY” calls out the everyday faff we all put up with, and flips it on its head. No tricks, no fluff—just honest mobile plans that do what they say. It’s cheeky, it’s real, and it shows there’s a better way to do mobile.