VCCP's O2 ads imitate car advertising

Vallance Carruthers Coleman Priest has parodied car advertising with a TV campaign to launch the Xda II mobile phone from O2.

The ads are shot in such a way that the handset, with its sleek design, looks like a car. The campaign breaks nationally on Monday.

The actor Sean Bean again provides the voiceover. He says: "There is a new machine. It is faster, slicker and more technologically advanced than ever before."

The camera pulls back to reveal the new phone while Bean says: "Introducing the new Xda. See what you can do with O2."

The commercial was written by John McLaughlin, art directed by Mark Orbine and directed by Sean Ellis through RSA Films.

Media planning was by PHD, with media buying through ZenithOptimedia.

Cinema and premium outdoor advertising will support the TV campaign, along with 3D models of the Xda II suspended in Perspex Adshels, interactive online demos and gatefolds in glossy lifestyle magazines.

The target audience for the handset is people in their mid-20s to 30s.

Susie Moore, O2's head of brand and marketing communications, said: "The Xda II is a truly sexy piece of kit, the leading device in its class.

"The new campaign shows it off by parodying the style of traditional car advertising launches."

The Xda II, with its built-in digital camera, colour games and video, allows users to access a multitude of services, including music downloads, internet access and a personal organiser.