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Beckham pushes through crowd for Vodafone 3G launch

LONDON - David Beckham is to appear in the new £13m UK launch advertising for Vodafone Live! 3G services, created by J Walter Thompson.

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It is one of six ads that will appear, starting today, promoting the content that will be available to Vodafone's 3G subscribers.

In the ad, called "crowd", Beckham is seen waking in a house surrounded by hundreds of people. As he steps outside, crowds are everywhere he goes, forcing him to walk across cars to make his way through. Finally, he is seen enjoying a brilliant goal scored by a rival team on his Vodafone handset and it is revealed that he is watching the game as if he is there, and that the crowds surrounding him are actually fans at the game. The spot promotes Vodafone's football results service and uses the music 'Who's Got the Bacon' by Howie B.

"Hole" will introduce the improved games service in Vodafone Live!, showing a man playing golf on his way home, teeing off from his desk and following the ball out of his office and across the busy city, eventually sinking the putt on his roof terrace, as it becomes apparent that the game is in his head and that he is really playing on his mobile handset. It features the song 'Hit the Bongo' by Tito Puente.

To promote the music download service, "hairdo" will show a young man leaving his apartment and walking through the city, listening to music on his phone. As the tracks change, so does his hair, and the spot will see him sporting a heavy metal mane of hair, a Mohawk and dreadlocks. All the songs in the ad are by artists signed to Sony, and include Peter Tosh and Cypress Hill.

Other ads in the series including "mimic" and "airport", which promote the video-calling service. In the first, a mother appears to be sharing a bedtime game with her daughter, but it is then revealed that she is actually away on a business meeting and is communicating via phone. The "airport" execution shows a young couple prolonging their good-bye at an airport via the service, and features the song 'For Lovers' by Pete Doherty & Wolfman.

"Mimic" and "hairdo" were created by JWT's James Humphreys and Craig Hunt, while Matt Collier and Wayne Robinson were behind "hole". "Airport", "crowds" and a third execution, "newsflash", were written by creative directors Richard Baynham and Ian Gabaldoni.

Directing duties were handled by David Lodge on "mimic", "airport" and "crowds", through production company Outsider. Nikolai Fuglsig directed "hole" and "newsflash" through MJZ, and "hairdo" was directed by Pedro Romhanyi through Outsider.

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