The latest T-Mobile ad by Saatchi & Saatchi aims to push the mobile operator's pay-as-you-go tariff, Everyone, offering customers calls to any network at any time for 12p a minute. The ad, which is part of T-Mobile's strategy of attempting to get closer to its customers, introduces the company's new strapline, "simply closer". In a similar style to the previous ad, which saw a man moulding the world around him, this execution sees a number of obstacles, such as fences, trucks and tower blocks, being squashed flat so a group of friends can walk straight through a city unobstructed. The spot ends with the group meeting up and a voiceover saying: "Nothing should come between you and your friends." Outdoor executions will run alongside the two-month UK TV campaign, which began this week.