Alcatel is launching a &£30m global advertising campaign to promote its new range of One Touch mobile phone handsets.
The campaign, by Devarrieuxvillaret, kicks off this month in the UK with a month-long TV campaign and three months of press and poster ads.
It will roll out across Europe, Asia and the Middle East and concentrates on quality of design, technology and a balanced use of mobile phones in everyday life.
In the 30-second ad, a woman gets annoyed with her dinner date, who is more captivated with his phone than his companion.
The print and poster ads concentrate on the texture and colour of the phones.