Work: Sony Ericsson

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Sony Ericsson launches its first global campaign for the T610 mobile phone through Bartle Bogle Hegarty, London, this week using the tagline "Pass it on." The 60-second spot follows the journey around the world of a picture message as it is passed playfully from person to person, sparking different reactions along the way. The picture itself, of a woman emerging from the shower wrapped in a towel, is unremarkable; the spot's impact comes from the chain of transmission. The ad will air in 48 countries. Art Director: Al Welsh. Copywriter: Nick O'Brien Tear.