The campaign, created by VCCP, uses the brand's bubbles theme and features giant guitars to highlight the handset's music features.
The TV execution, which breaks at the end of the week, will be supported by outdoor and online activity.
The O2 Cocoon, which launched this month, has been inspired by consumer feedback and features a LED outer display that appears on the outside of the body of the clamshell phone.
The phone will also have a 'location aware' feature enabling it to change when users enter its branded venue, The O2. The handset's wallpaper will transform and users will be provided with a venue map, hints and tips, and the venue's latest news.
In June, VCCP launched a £6.5m campaign to promote The O2, formerly the Millennium Dome, as a music, sport and entertainment destination.
The activity included a teaser campaign, comprising a 10-second TV ad, radio sports and digital advertising, and a full campaign including a 40 second TV ad, print, online, radio, and taxi and bus advertising.
In May 2005, entertainment and sports presenter, AEG, joined forces with O2 to transform the former Millennium Dome and the surrounding area into a leisure destination.
The centrepiece of the development is an indoor arena for over 20,000 people that will host over 150 events in its first year. Entertainment Avenue, which surrounds the arena, includes an 11-screen cinema, exhibition space, restaurants and bars.
The O2 is an official venue for the 2012 Olympics hosting the gymnastic and basketball competitions.
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