Comedian fronts mobile ads

Rhys Darby, coming to a screen near you to promote 2degrees. Photo / Supplied

Kiwi funnyman Rhys Darby is to become the face of an advertising campaign for new mobile company 2degrees.

Staff at the mobile company were privy to a preview screening of the television ad on Thursday night but the company's marketing manager Larrie Moore refused to be drawn on the content or confirm Darby's role.

He said the adverts, which will screen across all TV channels tomorrow evening, would focus on the "personality and values" of the 2degrees brand. "Obviously more things will be revealed as we go towards launch in August," he said.

"Expect the unexpected. We're not going to win any customers by doing what the competition do in any sense of the marketing mix."

Darby, famous for his role on the Flight of the Conchords television show as Murray the band's manager, has previously featured in a Nike ad playing tennis great Roger Federer.

2degrees this week announced a tie-up with major retail brands which will see its phones and SIM cards sold at supermarkets, petrol stations and electronics stores.

Moore said the company would have different methods of payment outside of the traditional contract model offered by Telecom and Vodafone.

"The consumers have told us they have methods of payment they prefer and its not always the same for different people," said Moore.

He said the company had looked overseas to get an understanding of how other operators have cracked highly penetrated markets.