At the end of 2008 the firm 1&1 came up with the idea to separate itself from the other faceless call center companies, and chose Marcell D'Avis, who then proved himself as superficially sympathetic and competent. Because 1&1 is already known as rather unreliable and for its oppressive contracts, he has become to a figure of fun, especially because he showed an e-mail in a commercial where everybody could be in contact with him. Four years later, in 2012, Marcel Davis has been discharged from his position as 1&1's advertising character.