Giffgaff has launched its first campaign since indie agency Pablo took over the account from Neverland earlier this year.

The 31-second ad features the protagonist in a dreamlike setting, playing a trumpet gracefully in a field of flowers.

This new brand platform, led by the hero campaign, aims to highlight Giffgaff’s ‘Up to Good’ positioning through an above-the-line campaign planned and purchased by MG OMD.

UtiliSing data-driven targeting and signals, the campaign will be featured in uplifting and joyful content that captures the essence of the “Are you on giff-gaff or something?” vibe.

“We’ve really enjoyed working with Giffgaff since winning the business in June. When we started, we were pleasantly surprised by the customer perks, as well as the values and culture of the company,” said Pablo partner and chief strategy officer Mark Sng.

“This brand platform is a fun and disruptive way to share all of that good news.”

Giffgaff’s CMO Sophie Wheater added: “‘Are you on giffgaff or something?’ shows the joy people experience from being with a network that consistently does good for its customers through simple, flexible products and great value offers. It builds on our Up to Good positioning and is sure to bring a smile to viewers.”