O2 draws inspiration from Rocky Balboa ahead of 4G launch

O2 has channelled the spirit of Rocky Balboa in its new ‘Fit for 4G’ teaser trailer.

Launching on the network this summer, O2’s video shows how the network is in training to take on the current champion of 4G EE. In the trail we see a O2-coloured blue thumb lifting weights, doing press-ups, running up stairs and punching chicken nuggets before stepping into the ring with its red-coloured opponent.

The video also debuts O2’s new Thumbbells – dumbbells for thumbs – which are designed to improve dexterity and cut down on smartphone-related injuries. Their invention comes following an O2 survey which showed the average Brit used their phone for almost an hour each day, with over 40 per cent claiming they needed to give their thumbs a rest while two thirds said they wish their thumbs were faster.

Speaking of the product and the impending 4G launch, David Johnson, general manager devices, O2 UK, said: “We know our customers are using their thumbs more than ever. Data use is experiencing exponential growth and with 4G just around the corner, we want to make sure our customers are ready to make the most of what 4G will offer them.

“Whether it's choosing tracks to listening to, scrolling through videos or playing mobile games, we're all using our thumbs to interact with the technological revolution, and as such it's important we keep our most precious digits healthy.”

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