With a mobile phone now seemingly just as essential to modern-day living as a pulse – have you ever tried interacting with a business or a government department without one? – getting a decent deal on your network has never been more essential.
Enter a new campaign from a company that claims to be the UK’s best value mobile network, Lebara, which sees the SIM-only firm jump into bed with industry “heavyweight” Big Narstie and viral grime content queen Grime Gran.
Titled The Big Mobile Clapback, and written and performed by Mr Narstie, the ad and track are designed to be a witty, grime-fuelled roast of the major network operators, exposing the fact that their flashy ads mask poor customer service and annual price rises that add insult to injury.
The track delivers punchy lines, including: “Try come to man with some waste Big Mobile network and some waste price plan. Man, time to burn that contract, blud.”
From charging extra just to call home when holidaying in Europe, to normalising hiking prices mid-contract, Lebara insists it is there to call out the nonsense.
Set in a satirical grime booth inside the crumbling world of Big Mobile, the music video features Mr Narstie and Grime Gran tearing through Big Mobile’s bullshit.
Cue panicked fake executives, beef-worthy bars and savage swipes at outdated hold music. The ad is designed to be a bold statement from the defiant mobile brand which aims to put the power back in the hands of mobile customers – and the loveable king of the cheeky dig, Big Narstie doesn’t hold back on the mic.
“You ain’t roaming wide, Rocketing charges, increased bill from big mobile; That’s a violation, and I’m vocal; You’re having a laugh long neck giraffe dis gaff is ours! We can see through da bullshit, nice sales pitch mate; But you know your system’s stuck in past.”
He goes on to praise Lebara’s straightforward approach: “When you look at Lebara; Customer service it’s class upon class, crystal clear whenever I talk; when I play my (sim) cards; You man are sweet and sour, chicken bars.”
To mark the track’s release, Lebara is launching an online competition bringing fans into the mix, with 50 MCs set to win a year’s worth of free phone network with Lebara, while two additional winners will secure the plan loaded onto a brand-new iPhone 16 and/or a Samsung S25.
The competition will launch on Lebara’s Instagram and TikTok accounts in the coming days and wannabe rappers will be able to add their own bars to Big Narstie’s post.
Lebara Mobile UK commercial director Mayur Jauhari said: “For too long, Big Mobile networks have been getting away with too much. We’re proud to be the network that doesn’t hike your prices, lock you into contracts, or charge extra to say hi to your mum in Canada. This isn’t just about bars – it’s about standing up for UK mobile customers.”
So, what is the consensus around the Decision Marketing office?
Well, we have a confession. We love Big Narstie and whatever he does, and it seems he won’t just jump into bed with any company. OK, his turn for SlimFast might have attracted some Big Narstie Ridicule – after all, his weight loss journey seems to be a very, very long one – but at least he doesn’t whore himself out to any Tom, Dick or Harry, unlike say David Beckham.
And, what could be a better cause than saving hard-pressed British consumers their hard-earned cash? Bless her, even Grime Gran makes a decent fist of it and together they make a great dynamic duo.
Decision Marketing Adometer: A “hit the decks” 10 out of 10
