It's Hoppy Christmas from Crazy Frog
By Stephen Brook

A Christmas version of Crazy Frog is about to a-ding-ding-ding-ding its way into the nation's consciousness just in time for the festive season.

The Christmas Crazy Frog will be available in the next few days as a ringtone and is also likely to challenge for the Christmas number one spot in the singles chart.

But there will be no repeat of the infamous Crazy Frog advertising bombardment in May, when the original infuriating TV ad for the frog's version of Axel F was screened 40,000 times, helping to keep Coldplay from number one.

"I don't believe that's going to happen again," said Markus Berger-de León, the managing director of Jamba!, the German company that owns the rights to the original Crazy Frog ringtone and its new Christmas version.

The company, which trades in Britain as Jamster! and is owned by US technology firm VeriSign, cannot repeat its advertising blitz because airtime in December is already heavily booked, in contrast to the quieter month of May.

"I have seen the photograph - there's lots of snow around him," said Mr Berger-de León, adding that the new ringtone and song would be released in the next ten days.

Back in May, Jamba! upped the frequency of the Axel F ads when its measurement technology showed a high number of people signed up for the Crazy Frog ringtone each time the advert was shown.

"We can track every single advertisement. The fact that we were showing it so many times was our response to the high, high demand out there," Mr Berger-de León said.

The Advertising Standards Authority received 800 complaints, but was unable to rule on the frequency of the Crazy Frog ads as this was outside its powers.

However, when it became clear that many customers were unaware that Jamba! was promoting a subscription service it banned the adverts until after 9pm.

The company reacted to the ruling by launching two products to protect children from excessive phone bills.

Jamster! first limits the amount of money spent on its products to £6 a month, while Jamster! Guardian blocks downloads to specific mobile phone numbers.

"One of the things we repeatedly hear, especially from parents, is 'I want to be in control,'" Mr Berger-de León said.

The company appealed against the ASA ruling and the matter is in the hands of the independent reviewer of ASA adjudications, Sir John Caines.

It is unknown if Sir John will rule on the appeal before the Christmas Crazy Frog song and ringtone is released.

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