Zig Zag

Aired throughout 2026, ‘Zig Zag’ is another chapter in SMARTY’s ‘Less Malarkey, More SMARTY’ platform, this time inspired by the endless back-and-forth trips to see my long-distance partner, and all the airport faff that comes with it.

Set in the wonderfully chaotic world of departures, queues, zigzag barriers and last-minute gate changes, the campaign taps into the universal truth that travelling is complicated enough without your mobile plan being the same. Directed once again by the brilliant Taso Alexander, the spot brings SMARTY’s simple, flexible offering to life with dry humour and no-nonsense charm.