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O2's phone plans are so flexible, they can move to the rhythm of life, so says the telecoms brand's new ad campaign.

The campaign, created by VCCP, focuses on the benefits of a custom plan by showing how customers' lives don't stand still. The characters featured in the advertising are literally swaying in order to convey rhythm.

The first ad, which debuts tonight (14 March) follows the transitional moments in a woman’s life: from moving house, to changing jobs, to having a baby.