The 30-second spot, called "frisbee", is the next stage in the "What will you start?" campaign, which encourages consumers to "start something" using a product from t-zones such as picture messaging or ring tones.
The ad opens with a man on the beach watching a couple of holidaymakers throwing a frisbee. He takes a picture using his mobile phone and sends it back to his friends who are stuck in the office. One colleague grabs a clock from the wall and a game of office frisbee begins and a holiday atmosphere takes hold.
The spot ends with the entire staff of the building running out into the streets tossing frisbee-like objects. A voiceover runs: "Send your holiday pictures back home with t-zones and see what you will start."
Tracey Follows, the international advertising manager at Saatchis, explained: "Each of the spots in the campaign aims to support specific content and services that t-zones offers. This ad is about picture messaging and the international roaming ability that the phones have. It is set in a holiday location and is about being able to go abroad and being able to send pictures back instantaneously."
"What is difficult with this category is that all the competitors are promoting the same products," Tony Granger, the executive creative director at Saatchis, said. "Instead of just announcing the products, we have tried to brand-build at the same time."
In the UK, the television campaign will run on channels including ITV, Channel 4 and satellite stations around programming targeting 16- to 34-year-olds.
A press and outdoor campaign will support the television work. Media planning and buying is handled by Universal McCann.
The ads were written by Hugh Todd, Lena Ohlsson and Sarah Sturges, and art directed by Adam Scholes, Sturges and Ohlsson. Blue Source directed through Blink Productions.
"Frisbee" forms part of a wider summer campaign for t-zones, which has also seen television ads developed to support T-Mobile's sponsorship of The Rolling Stones' European Licks Tour and the latest Charlie's Angels film.
Separately, the digital agency Glue London has developed an online campaign for T-Mobile to raise awareness of The Rolling Stones' tour.
The campaign runs with the strapline: "Let your rock 'n' roll out." It promotes the use of picture messaging, the launch of a viral game and a pan-European website to support the tour.
The game, called Satisfaction, allows the player to control The Rolling Stones on stage to dodge thrown objects, including bras, to earn points.
The campaign was technically enabled by the mobile marketing firm Aerodeon.
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