With the most recent Eircom Household Sentiment Survey in April revealing that more than 1.6 million people in Ireland now have a smartphone – the proportion of people using smartphones has risen from 39 per cent to 50 per cent in the last six months – it’s not surprising that the telecoms are going straight for that market.

Meteor's new summer campaign is all about smartphones and, just to be sure there's no doubt in the consumer mind, it introduces a character called Smartphone Don.

Fictional adman
The Don, who is dapper but dim, is a nod, nominally anyway, to the most famous fictional adman Don Draper in Mad Men and is played by American actor, Quincy Dunn Baker.

The campaign continues until August. Rothco were responsible for the concept and TV creative.