A 40-second TV spot, made by Vallance Carruthers Coleman Priest, will be accompanied by an outdoor poster campaign.
The ad breaks on 6 June and features hooded figures so engrossed in what they are doing that they are oblivious to their surroundings.
It is not until the closing shot that the viewer sees the characters are playing with their mobile phone handsets. A voiceover states: "Get into O2 Active."
The service is offered to new and existing customers. Through a colour menu, users are given access to the operator's growing range of multimedia services.
VCCP's account director, Michael Sugden, said: "You can get picture messaging, colour games, news and sport on one handset."
Media planning and buying is through PHD. The ad was written by John McLaughlin and art directed by Mark Orbine. Matthias Hoene directed the TV campaign through Partizan.