The GSM telecommunications industry player, MTN last week unveiled a new theme of advertising campaign with the aim to reenforce its positioning as the leading network of choice for the teaming Nigerian consumers.

The unveiling of the campaign tagged "Life is Beautiful" which took place at the Lagos Lagoon restaurant was indeed a giant step in the networks continous effort at building the brand and keep in top awareness of consumer consciousness.

The new campaign concept runs on two platforms " Dance with me' and "Na boy" creatively produced by two top local advertising agencies, TBWA Concept Unit and SO &U Saatchi & Saatchi.

The campaign is a up build on the earlier expiring concept of "New Possibilities" made up of "speechless and "shy guy" and offers two different interpretations of the Life is beautiful brief.

The launch event brings to end the two week long teaser campaign which had run across major electronic and print media.

The teaser coming in the question format had sought consumers response to the poser ' What is beautiful" .

"Dance with me" is a message that seems to speak for the woman as it preaches a new order while impressing that out of sight is not out of mind.

The creatively put together message explored the loneliness challenge of a woman whose traveling husband had left behind. Vividly, the commercial portrays that with MTN network, lovers; acquaintances and families could still share toughts and be in one spirit.

The concept of being apart but still imaginatively touching , sharing thoughts, belief and committed to the same course while dancing to the music imaginatively.

The setting for "Na boy" is an admixture of urban and remote background typical of an Urhobo community setting. In the piece the son of one of the locals somewhere in the city had to call to relay the good tiding of the arrival of a new baby boy via the MTN network.

The mother received the good news that otherwise would have been delayed and immediately it happened.

The good news had come in via the woman's MTN phone and the shout of "Na boy" rented the air and the irrepressible retiree old man took control and dictated the pace of impressive cultural dance.