O2's data saving summer

The sun might currently be shining in the UK but there's no guarantee it's here to stay, so heading to foreign climes is the best way to keep that tan topped up.

Use your phone abroad, though, and there's a good chance your bill will be topped up too... unless you're with O2, as this new campaign tells us. O2 is the only major UK network not to charge customers extra for EU roaming and this 40-second spot from VCCP London celebrates that fact. 

Directed by Tiny Bullet through FLIPT London, the spot features O2’s blue robot, Bubl, and is set to Lizzo’s catchy anthem Phone as the film follows a series of holidaymakers and their holiday dramas after having to turn roaming off on their phones. The ad resolves with Bubl switching on an O2 customers’ data roaming, helping her find her way and enabling her to stride off towards an epic holiday.

“It turns out that EU roaming charges are so annoying that it's not just us humans that hate them - even little blue robots do too," said Richard Nott, Creative Director at VCCP London. "That's why Bubl's determined to do something about them this summer, so we can all Roam On at no extra cost from our lilos and sunbeds.”