±±¾©Èü³µpk10

Ordinary people get the chance to say who they would most like to

’have a One-2-One with’ in the latest television ad for the mobile phone

operator from Bartle Bogle Hegarty.

The commercial, to launch Up 2 You, a digital pre-payment mobile phone

service, features Derek, a love-struck trainee supermarket manager, who

dreams of a One-2-One conversation with a checkout girl, Tanya, who

barely seems to notice him. In a dreamlike sequence, Derek decides to

impress her with a new ’pay as you go’ Nortel mobile phone. By the end,

it looks like he is succeeding in winning her over.

’Derek-2-Tanya’ is the fourth burst of a campaign by BBH which has

previously featured famous pairings such as Kate Moss and Elvis Presley;

John McCarthy and Yuri Gagarin; and Vic Reeves and Terry-Thomas. The

common endline running through the ads is: ’Who would you most like to

have a One-2-One with?’

The new commercial aims to show the user-friendly qualities of the ’pay

as you go’ service, which launched in mid August offering minimal

contracts or monthly bills. Instead customers pay for their airtime by

buying pounds 20 airtime vouchers or using a credit card.

The campaign breaks on 8 September in the London and Central TV

regions.

Motive Communications, BBH’s media affiliate, is handling the media

planning and buying on the task.

’Derek-2-Tanya’ is part of a pounds 3 million television and press

campaign that will run until the end of next March. The mobile phone

company will continue to run a brand-building campaign featuring

celebrity pairings.

The ad was art directed by Tony McTear and written by Jeremy Carr at

BBH, and directed by Mike Stephenson through the Paul Weiland Film

Company.