United Kingdom-based credit card issuer Barclaycard has launched an ad campaign designed to run on mobile phones before other media, a company spokesperson tells CardLine Global. Barclaycard calls the campaign the first by a major advertiser to start with mobile phones and in a statement says the shift reflects "the new ways in which our target audience are consuming media." The ads attempt to sell neither cards nor card services, however, but instead "gadget insurance" for mobile phones and related devices. Barclaycard intends to run the ads through the third quarter, the spokesperson says. Barclaycard designed the campaign for customers of UK mobile network operator O2.