The campaign is the first by agency Rapier to promote the cable firm's digital TV offering, for which it has 1.76m customers.
The creative comes in the shape of an Ace of Spades, with the strapline 'A pack full of Aces', to convey the breadth and quality of choice of its 47 digital channels.
The 'Essential' package costs £50 to install, then £8.50 a month for customers who opt for its Telewest 321 fixed-line phone service at £10 a month.
Telewest hired Rapier to its £6m ad business late last year, as it refocused its marketing away from brand-building toward customer retention.
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