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The campaign is the initial phase of O2's £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.