Baby fronts BBH T-Mobile ad

A seven-month-old baby is the new face of T-Mobile in a £6 million campaign aimed at establishing the mobile phone operator as the pacemaker in picture messaging technology.

The London-born Lily Cowdrey was chosen to personify T-Mobile's strategy of gaining an unassailable lead in provision of a new generation of mobile data services, as its Deutsche Telekom owner dumps the One2One name in the UK.

The 60-second film is the first TV work to be produced by Bartle Bogle Hegarty for T-Mobile since the agency was assigned the task to handle product advertising for the brand in Britain.

The BBH work is intended to complement the much-mocked pan-European work featuring the tennis couple Andre Agassi and Steffi Graf out of Saatchi & Saatchi in Frankfurt, which was charged with establishing the T-Mobile name across the continent.

The BBH film, the first of a planned series of commercials launching new T-Mobile products, dramatises the fun of sharing images from a mobile phone.

Shot by the Gorgeous director Peter Thwaites in Toronto, the film shows people going about their daily business as the picture of a baby girl starts appearing on posters, bags, T-shirts and television screens. It was written by David Chalu and art directed by Stephen Rutterford. Media is bought by Starcom Motive.

O2 is among rivals which have staked their futures on successfully promoting new services such as texting pictures, online shopping, downloading video clips and allowing subscribers to send e-mails while on the move.

T-Mobile claims to be in the vanguard of the new generation of technology with its new picture messaging service that allows users to add voiceovers, make slide shows and set up online photo albums.

The national TV commercial underlines the strategy by dramatising the fun of sharing images from a mobile.

Shot by the Gorgeous director Peter Thwaites in Toronto, the film shows people going about their daily business as the picture of a baby girl starts appearing on posters, bags, T-shirts, and TV screens. It was written by David Chalu and art directed by Stephen Rutterford. Media is being bought by Starcom Motive.

Nigel Bogle, BBH's chief executive, said: "This campaign captures the essence of what picture messaging is all about - the opportunity to share your most special moments with as many people as possible."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).