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Young & Rubicam is using aliens to promote the T28, Ericsson’s

smallest, thinnest and lightest handset.

The #5 million campaign aims to show the phone’s sophistication and

cutting-edge technology and give Ericsson a more futuristic

positioning.

The ad opens on a man whose car has broken down. He is pictured using

his T28 to phone for help while behind him a cow disappears into a beam

of light. The man becomes enveloped in blinding light before being

transported on to a spaceship.

The aliens, however, are fascinated with his phone, and examine it at an

observation table. Their thoughts are revealed in subtitles.

’The small one is obviously the leader,’ says one alien, looking at the

phone.

’Why does the small, smart one stay with the big dumb one?’ asks

another.

’What do you think?’

The first alien then puts the phone into his mouth and says: ’It tastes

like chicken.’

The ad ends with the line: ’Small, Intelligent, Tasteful’ and the brand

strapline, ’Make Yourself Heard’.

It was written by Ron Saltmarsh and art directed by David Ayriss. The

director of photography was Russell Carpenter. It was directed by Erich

Joiner through Tool. The background soundtrack entitled Aliens was

produced and recorded by the Prague Symphony Orchestra.

Radio ads break on Friday with 30- and 60-second ads running on TV and

cinema.