Carphone Warehouse is focusing on promoting smartphones in the launch of its Christmas ad campaign.

Premiering on ITV 1 (Emmerdale), Channel 4 (True Blood) and E4 (Misfits), the ad is the first in a series of four that will run until December 23.

The ad introduces Colin the Christmas mouse animation in his adventures around a living room on the night before Christmas. He encounters a world of gifts from Carphone Warehouse, including the latest smartphones and the recently launched Samsung Galaxy Tab. The action is accompanied by a modern adaptation of the ‘Night Before Christmas’ read by Martin Freeman, star of The Office and Sherlock Holmes.

Created by CHI and Partners, it builds on the successful ‘Walk out Working’ TV campaign in September, which features animated characters and the possibilities of smartphones.

Carphone Warehouse marketing director Julian Diment said: “This is a fun ad which brings to life the possibilities at The Carphone Warehouse this Christmas. It dramatizes the great range of connected technology we offer customers.”