3 posters campaign to tap into the 'chav' phenonemon

LONDON - 3 will this week become the first consumer brand to cash in on the so-called 'chav' phenomenon with posters depicting 'chav' characters.

"Chav" was named buzzword of the year in a language report from the Oxford University Press last week. It has been defined as a person who follows a particular fashion, which includes branded baseball caps and/or big gold jewellery.

The theme will appear as part of Hutchison-owned 3's "Critters" advertising. Initially, the characters, wearing a Burberry baseball cap and heavy jewellery, will appear in posters in 3 outlets nationwide, promoting accessories such as branded hands-free kits, phone cases and headsets.

The ads will use the straplines "Need something nice to go with your new mobile" and "Buy your new mobile something nice".

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