The television advertisement promotes T-Mobiles new Relax mobile tariff. It opens on a dramatic close-up of a newborn baby crying. It then cuts to the doors of a delivery room opening and a tired but elated father walking out.
As the story unfolds, different scenarios are shown, with people relaxing on their phones and taking their time to make their calls. The voiceover says: "Relax ... you can talk to anyone, any network, any time with everyone minutes from T-Mobile" and ends with the line "For a better world for you".
The campaign was created by Saatchi & Saatchi with media by Universal McCann. It will run across all T-Mobile markets including the UK, Germany, Austria, the Netherlands and the Czech Republic during March. Television is backed by an outdoor and print campaign.
It was written by Howard Green and art directed by Pablo Videla. The director was Jorn Threlfall, through Outsider.
Sandy Munro, head of marketing UK for T-Mobile, said: "T-Mobile wants to build a better world for our customers by taking the complexities out of mobile telephony. Our tariffs are designed to simplify calling and make it worry free for our customers."
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