O2's Cat-Dog Lives the Hip-Hop High Life in New Campaign

O2 today launches the latest chapter in its ‘Be More Dog’ adverts, featuring its cat living big thanks to O2’s new Big Bundles tariff. The TV ad, which premiered Wednesday morning, is part of a £3m launch campaign that also features radio, online display advertising and gaming.

The new ad, featuring hip hop classic ‘Ante Up’ by MOP, shows O2’s dog-like cat hanging out in a giant 4x4 while dancers burst out of the floor of a black and gold studio. As they dance above giant letters spelling BIG, the cat takes its place on a gold throne surrounded by SIM card shaped neon lights. 

As part of the campaign O2 will also be launching a new game allowing people to remix ‘Ante Up’ and drop in special sound effects and clips of O2’s cat throughout the track.

Separately, O2 is partnering with 4Music to find the UK’s next Vlog superstar. Starting this week and running for the next month, aspiring 16-24 year old vloggers are invited to tell 4Music what’s big in their lives this summer at http://vlogstar.4music.com. The winning vlogger will become the face of 4music.com and receive a triple A pass to 4Music; from show shoots and gigs to interviewing artists.  They’ll also receive a Panasonic HD camcorder, a Samsung Galaxy phone and O2 Big Bundles SIM to produce their vlogs.