O2 'niggles and narks' by VCCP
O2's new TV ad by VCCP accuses rivals of offering a poor service and making misleading claims.
The ad shows a series of odd looking animated characters to illustrate problems with broadband companies.
O2 aims to persuade the public that consumers who sign up to its service will avoid the problems represented by the characters, which include No Support-a-Saurus and Mystery-Speed Mook.
The activity will involve TV, posters, press ads and online.
The TV ad will be followed by a video-on-demand push aiming to demonstrate to those watching online TV that O2 Broadband can offer more than their current supplier.