'Je t'aime' serenades men at a urinal in new Vodafone ad

The ad, created by Wieden & Kennedy Amsterdam, promotes Vodafone's downloadable ringtones, and builds on the main "How are you?" brand for the mobile phone giant.

In the spot, two men are using a urinal when one of their phones begins to ring. The ringtone is "Je t'aime ... Moi non plus", recorded by Gainsbourg and Jane Birkin in the 1960s.

The ad was written by Jon Burden, art directed by Scott Claridge and directed by Tarsem through Radical Media in London. It will be shown in the UK, Ireland, the Netherlands and Portugal.

Gainsbourg and Birkin's song was used in an earlier campaign this year for the French beer Kronenbourg, in an ad created by M&C Saatchi that speculated on what Britain would be like if the French had won at Waterloo.

Vodafone's advertising tends to make the most of music, featuring songs from bands such as the Mock Turtles and Dandy Warhols.

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This article was first published on brandrepublic.com