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The campaign, created by Bartle Bogle Hegarty, will promote a new mobile internet offering from Vodafone.

The campaign will break on Sunday evening at 9.20pm with a 90-second TV spot in which thousands of clock components rain down on streets in and around London and Glasgow.

At the same time, a digital campaign will roll out across eBay, Google, Pricerunner, MSN, Rightmove and YouTube.

The online campaign will see the web pages users are viewing fold up into a tiny square that then disappears into a graphic of a phone. It is the largest ever single day homepage takeover, according to Vodafone.

The TV spot marks only the second time ITV has reduced the length of a peak ad break to make the Vodafone ad the only ad during the break. The other occasion was for Sainsbury's.

The campaign also marks the largest permanent outdoor presence to date, with 900 premium sites over the course of a year. BBH said the upfront commitment to a year's spend had reduced the cost of the outdoor campaign by £3m.

Digital outdoor sites will simultaneously switch on at 9pm this Sunday, 20 minutes before the TV and online roadblock rolls out.

The activity is part of Vodafone's wider campaign, "Make the most of now", which broke earlier this year.

The TV ad features people stuck in places, such as waiting for buses or being stuck in traffic jams, where they can not do anything fun or useful with their time.

The rain of watch components falling on streets has been created to send the message that mobile internet gives consumers back their time.

The campaign marks the first major push by Vodafone since it switched its £47m advertising account to BBH from JWT at the end of last year.