New O2 goes from local to universal with poet George

02 is best known for capitalising on its marketing assets – like the O2 Arena in London – but now it’s decided to spread its wings, dropping trusty Sean Bean for George the Poet in an ambitious new campaign – ‘Breathe It All In’ – from VCCP.

It’s about life, the universe and everything else. Personally I’d settle for a decent signal (I’m on EE).

Ambitious non? VCCP seems to be spreading its wings too.

“Willing suspension of disbelief” comes to mind and sometimes ads need it as much as poetry.

MAA creative scale: 7.

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