A wormhole to the future

TBWA\Gavin\Reddy struts their stuff with a comprehensive, mixed media campaign that proves once again that there is no line in advertising, just good ideas whose time has come. Working furiously and furtively on the campaign, MTN Loaded will officially be launched with the first TV advert on Friday 16 July.

This first advert in the series is a highly stylised and visually explosive spot directed by Marc Sidelsky of Freshwater Films. This all-out campaign will hit radio, print and TV over the next few weeks.

MTN Loaded is based in content - initially you could download ring tones and funky screen savers. Now, your handset is your connection point between two worlds, with the ability to access sports news, download music and employ business applications. The campaign focuses on music, sports and games and will target kids and techno-pioneers. Mobile data functionality is swiftly becoming a bigger and bigger feature in the cellular arena. Step aside fixed space Internet - all you will ever need is your handset.

Felix Kessel and Marike Stapleton, creative heads at TBWA\Gavin\Reddy, say, "Creativity is the centre point of our agency and Innovation is MTN's watchword. Bringing those two elements together has created an energetic and humorous campaign showing the power you wish your mind had over the world around you and then, through your cellphone, the way you could experience it."

This high-energy theme is carried through the TV, print and radio adverts and centres around the convergence of the real world and the virtual world through the gateway that is your cellphone. It's about what you wish, and how to get it. Super-heroes and super-powers, an alternate reality, become tangible.