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Vodafone has launched its latest brand campaign through Bartle Bogle Hegarty to promote its mobile service.

The ad features an animated cityscape made up of mobile phone screens. It ends in a shower of fireworks, while a voiceover intones: "The whole world is now truly mobile, so the whole world is finally yours."

The 60-second spot is part of Vodafone's wider "Make the most of now" proposition, launched last year by BBH.

The campaign comes as Vodafone launches two own-brand mobile phones for consumers looking to purchase low-cost handsets.

The Vodafone 227 and Vodafone 228 will launch this month across Europe and emerging markets for users interesting in entry-level devices.