Ericsson is ploughing $60m (£38.7m) into a global advertising assault to spearhead its vision for the mobile internet.

The campaign, through Publicis, breaks next month and incorporates TV, radio, print and outdoor ads across 15 markets, including the UK.

The work will target network operators and service providers, as well as promoting awareness and understanding of mobile internet among the general public. The catchline reads "The mobile internet. It's an everyday thing."

Three TV executions were directed on location in Europe by Jörgen Lööf, whose previous work includes spots for Ikea and SAS in Sweden.

A mixture of US and European actors were used to offer evidence of the ads' multicultural appeal. And the print campaign was shot by the photographer Kelvin Murray.

John Giere, vice-president of branding and marketing communications at Ericsson, said: "We want to break through the hype surrounding mobile internet and to present the facts clearly and simply. The campaign shows that it will not dramatically affect our lives, but instead make a lot of everyday tasks easier to manage."

Ericsson estimates that by 2004 there will be as many as 600m users of mobile internet devices - more people than will be using fixed internet access.