VCCP's campaign shows how media messaging allows users to send and receive pictures, sound and text.
The campaign, which breaks today, targets 18- to 30-year-olds, who are heavy users of text messaging.
Introducing the strapline, "Invent your own language", campaign comprises five 20-second television ads and four ten-second spots, three of which will run in cinemas. The activity includes pictures of a launderette, an airport luggage belt, a waiting room and a bus stop, with text reading "bored" on top of snoring sound effects.
Press ads show an ample-bottomed fat lady with the caption, "Make mine a large one", and will run in lifestyle magazines.
Media planning is through PHD, with buying through Zenith. Other activity includes a selection of the spots appearing on bar screens and in "viewrinals".
Ambient activity includes fly posters, six-sheets, beer mats, postcards and stickers in bars.
The campaign was written by John McLaughlin and art directed by Mark Orbine. Post-production was through The Mill.
Rooney Carruthers, the creative director of VCCP, said: "Like an instant camera, these are instant ads with humour."
