The campaign is the initial phase of O2's 拢130m global advertising push and aims to convey how O2 can empower consumers with its raft of voice and data services.
The work follows a strategy similar to T-Mobile, which uses the tagline 'Get More'.
The T-Mobile brand officially replaces One 2 One tomorrow (Thursday).
Sources have said the O2 ads will have a 'magical' feel, and feature ordinary people surrounded by an abundance of bubbles.
O2 launched a teaser poster and five-second television campaign on Tuesday informing consumers of the brand's arrival.
The television executions consist of a swift ad-break opener showing isolated bubbles. The ad break then closes with the bubbles alongside the line, 'O2: the new current in mobile communications'.
Start-up agency Vallance Carruthers Coleman Priest has created O2's advertising.
Media was planned by PHD and bought by The Allmond Partnership.
BT Cellnet is currently the UK's third-biggest UK network with 11.1 million customers, behind Vodafone and Orange.
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