Tesco Mobile and BBH Celebrate the "Primary Networks" That Tech Can't Replace

Mar. 23, 2026

Tesco Mobile and BBH London today unveil Your Second Most Important Network, a new integrated campaign rooted in a simple human truth: the most important networks in our lives will always be the people we talk to all of the time - everything else simply helps keep us connected to them.

Rather than spotlighting devices or tech features, the campaign champions the real connections that matter most - family, friends and communities - and the role Tesco Mobile plays in quietly keeping those connections strong. 

At the heart of the campaign is a hero film made up of intimate, everyday moments showing the personal ‘networks’ that carry us through life. From "The Motherhood" to "Famalam," the film captures the threads of friendship and family. Each story demonstrates how staying connected helps people navigate the day-to-day - whether it’s checking in on someone, reminding a parent of what’s happening at school today, or simply sharing moments that bind us together.

Casting focused on real families and real relationships to bring an authentic sense of warmth and honesty to screen, allowing the campaign to feel lived-in, human and recognisable.

Laura Joseph, Chief Customer Officer, Tesco Mobile, said:

“Your most important network will always be the people you love, the ones you turn to, lean on and share everyday moments with. We’re confident enough to say we’re not trying to replace that; our role is simply to make sure nothing gets in the way of staying connected to them. ‘Your Second Most Important Network’ is a celebration of those human relationships and a reminder that while we take care of the technology, life’s most meaningful connections are the ones between each other.”

 

Felipe Serradourada Guimaraes, ECD at BBH added:

“Your second most important network is an incredibly simple, bold and insightful thought for a telco brand. Acknowledging you are not the most important one in the room is a move that only confident brands know how to make.”

 

The creative idea comes to life across TV, VOD, cinema, out-of-home, press, radio, retail, CRM and social. 

In outdoor and press, the work draws on a relatable behaviour - many people keep their “most important network” on their lock screens. BBH used this as a striking visual device in 6-sheets and static formats to deliver the message with clarity and simplicity.

The campaign runs for six weeks and is planned by EssenceMediaCom UK.