Choosing a mobile phone ring tone to suit your personality is the theme of Vodafone UK's latest cinema commercial.

The 60-second animated advert has been created to support the phone company's youth website, www.vod4fon3.com.

The ad follows two girls, Stacey and Mandy, who are enjoying a night on the town.

They meet the man of their dreams in a nightclub but are disappointed when they see him again having reapplied their makeup in the lavatories.

The handsome stranger picks up a call from a friend called Steve - and in doing so reveals his ring tone is YMCA by the Village People.

The commercial ends with the strapline: "2LET YR RNG XPRESS U".

The campaign was created by BMP DDB and the media planning and was buying handled by OMD.

"Vodafone realises the youth audience consumes its media in a very different way," said Paul Donovan, the managing director of Vodafone.

"Our ad portrays Vodafone as a fun and engaging brand that is relevant to 16 to 24-year-olds."

The commercial's launch coincides with the release of Tomb Raider on 6 July and will run for five weeks.

The £700,000 cinema campaign is part of Vodafone's £2m youth marketing programme.

Vodafone's youth website went live this month and is designed to make the brand appeal to young consumers.

The site - which offers ringtones and games - has an interactive street environment that contains bars, amusement arcades and nightclubs.

Useful link
Vodafone website