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Saatchi & Saatchi launches new brand campaign for T Mobile to give Britain what Britain loves (with grannies, cheese, pets, bargains and much more...).

Today T-Mobile launches its latest advertising campaign, created by Saatchi & Saatchi, which takes an upbeat creative approach to offering brilliant value for money to its customers.

The campaign, titled ‘Giving Britain what Britain Loves’, is a celebration of populist British culture and the bargains T-Mobile will be offering throughout 2012.

Activity will run throughout 2012 and communicate a range of compelling weekly and quarterly bargains.

The creative brings together the weird and wonderful things that Britain loves to help celebrate another thing the British public loves – a real bargain.

The first instalment in the series of ads narrated by ‘TV Burp’ star Harry Hill is titled ‘What Britain Loves’. It opens on a quaint village where we see a posse of grannies, who are joined by a marching band playing their own version of Dizzee Rascal’s ‘Bonkers’. The group quickly swells to include pets, chanting football supporters and fake-tanned Beefeaters amongst other cultural favourites – all of whom hurtle down a hill after a large wheel of cheese.

The crowd of British delights culminates in a festival scene with hundreds of people dancing round a giant cheese structure, in celebration of the new ‘The Full Monty’ plan, which offers unlimited internet, texts and ‘shed loads of calls’ for just £36 per month.

For the first time, the 90” TV spot will launch on T-Mobile’s social media channels - Facebook, Twitter and YouTube - followed by a TV airing on the 4thFebruary. Fans and the public will be directed to the brand’s Facebook page, www.facebook.com/TMobileUK where they will be able to view the TV ad via a YouTube embedded video, see T-Mobile’s Deal of the Week and win prizes.

Additionally, there will be a consistent stream of social media activity throughout the year to sustain consumer dialogue. Fans and the public will be directed to T-Mobile's Facebook page and invited to have their say on 'what Britain loves', as well as view the TV ad via YouTube and see T-Mobile’s Deal of the Week.

Spencer McHugh, Director of Brand, Everything Everywhere commented: “Britain is really enjoying the limelight this year, so the campaign has been designed to capture and celebrate that sentiment of British goodwill, whilst also demonstrating T-Mobile’s commitment to delivering ultimate value for money for our customers. As we head into an exciting year with the Queen’s Jubilee and a summer of sport ahead of us, we believe we’ve really tapped into the feeling of the nation with a campaign that can’t help but raise a smile.”