Rainey Kelly Campbell Roalfe/Y&R is targeting a youth audience with a multimillion-pound television and cinema campaign promoting Ericsson as a leader in mobile phone accessories.
The pan-European campaign aims to gain share in the accessories market, which enables consumers to update existing phones without having to buy a new handset.
The work, which breaks this week, includes three commercials, each of which focuses on a different accessory in the Ericsson range. The Ericsson Chatboard, MP3 player and FM Radio are all featured in the campaign, which will run on MTV across Europe before being extended to cinemas throughout the UK.
The first spot, 'dentist', promotes the benefits of the Ericsson Chatboard, a keyboard that allows faster text messaging. It features a young man having problems ordering from a waitress after a visit to the dentist.
He sees a girl who also has a mouthful of cotton wool, and they chat using their Ericsson Chatboards. The spot ends with them kissing over a plate of liquidised food.
'Change the record' promotes the Ericsson FM Radio accessory, and shows a man striding along purposefully. His Ericsson headphones are playing a monotonous and heavy soundtrack. The man then strides into a nearby radio station and changes the record playing on the decks to one he would rather listen to. The final ad, 'church', promotes the Ericsson MP3 player.
Per-Axel Larsson, the marketing communication manager at Ericsson Mobile Communications, said: 'The commercials demonstrate the product benefits in an amusing way.'
The commercials were written by Richard Beesening and art directed by Martha Riley. The campaign was directed by Doug Nichol through Partizan.
Media planning and buying is through The Media Edge.