The television ad, called "hotel room" and created by Wieden & Kennedy Amsterdam, shows highly pixilated images of a scantily clad woman. The shot then moves to a clear close-up of the phone, while a voiceover explains that it can be used to send images, with text and voice messages at the same time.
It ends with the tagline "be inspired", which has been used in previous campaigns for Siemens handsets.
The spot was shot in London by director Nick Livesy, through Ridley Scott's production company RSA. Livesy did the title sequence work on the film 'Hannibal', which was directed by Scott.
The mobile phone industry is trying to work out how to sell picture messaging technology in the face of public apathy. Linking it to dirty pictures could help sell the service in the way homemade porn helped Polaroid, home video cameras and the internet to take off.
"Hotel room" was written by Carlos Furnani and art directed by Richard Walker. Furnani said: "The spot draws attention to the fact that some people will probably use the phone for activities best left behind closed doors. Everything you see, or think you see in the spot, is pixilated, only appearing sharp once seen on the reduced scale of the phone's screen."
There is also a print execution to go with the ad, which was written by Scott Leonard and art directed by Robert Nakata.
The commercial will run in 24 markets across Europe. In the UK, it will run on ITV in London and nationally on Channel 4 and Five, as well as various cable channels.
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