China Mobile rolls out new 'invention'

Beijing - China Mobile has rolled out a TVC with the theme "invention" as part of the Olympics campaign featuring Chinese inventions from the printing press, tea, silk to gun powder.

The TVC, conceptualised by Lowe China, takes the invention angle to communicate the spirit and attitude of China Mobile's vision and desire to share 3G mobile communications with the world, comparing it to the way China's innovations continue to be shared centuries after they were first conceived. 

Craig Rosenthal, creative director for Lowe China said China Mobile is a major sponsor for the Olympics and the agency has focused on the theme of invention to stand out from the sporting clutter used by other sponsors.

He added the theme for this year's Olympics, One World, One Dream is incorporated into the TVC and so "From the earliest times, we have been sharing our success with the world. So share together today for a better world tomorrow".

The TV campaign, which targets the Chinese public, Olympics athletes and visitors, has started airing across China in four languages, Mandarin, English, Uygur and Mongolian.

Zenithoptimedia handled the media buying and planning for this campaign.