T-Mobile ads highlight data services offering.(T-Mobile UK, Saatchi and Saatchi Worldwide)

Saatchi & Saatchi's launch campaign for T-Mobile's new data services brand, t-zones, features a street full of people having a pillow fight, and a couple snogging in an airport.

The two 30-second spots form the backbone of the pan-European campaign, which encourages consumers to 'start something' using a product from t-zones, T-Mobile's suite of advanced mobile products, such as picture messaging or downloadable ringtones.

Data services are seen as a major potential growth area by the mobile operators as revenue from telephone calls plateau and consumers become more comfortable with new products.

T-Mobile was the first mobile network to offer picture messaging in the UK, but has lagged behind rival Vodafone in developing a single brand under which to advertise its range of non-voice products.

The first spot, 'pillow fight', opens with a man being chased by someone trying to hit him with a pillow. As the ad unfolds, more people in everyday scenes are seen fighting with pillows, and by the end, whole streets of people are involved. The craze is shown to have been started by someone sending a picture of the original fight.

'Kissing' uses the same idea but starts with a couple kissing in an airport.

It turns out that the ensuing mass kissing craze was kicked off by someone downloading a love song as a ringtone.