Mobile network O2 has unveiled its yearly ode to pan-European roaming with a new integrated campaign that sees its brand mascot Bubl once again set sail for the continent.

Developed by creative agency VCCP, the 60-minute clip features Bubl accompanying a group of friends on a sunny, southern European adventure complete with Hollywood icon Sean Bean’s narration.

Forming the second phase of the brand’s Only O2 campaign series, ‘Only O2/Roaming’ highlights the telecom firm’s inclusive EU Roaming offering, allowing tourists to enjoy their holidays free from concerns about exorbitant phone charges greeting them on their return.

“We all know that holiday feeling of touching down ready to relax, but imagine the feeling of facing fees just for using your phone while you’re away,” Virgin Media O2 director of brand and marketing, Simon Groves said.

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“That’s why we are proud to offer our customers inclusive EU roaming at no extra cost in 49 European destinations. So, whether it’s snapping the scenery, making memories with family or navigating around town, our customers have one less thing to worry about.”

Breaking today (31 May), the creative will run across TV, cinema, radio, online video, social media, in-store, and out-of-home featuring throughout ITV’s coverage of Euro 2024. Media planning and buying was handled by MG OMD.

VCCP deputy ECD, David Masterman added: “We’re all petrified of roaming charges; the thought of coming home from holiday and being greeted with a bill so eye-watering that you have to mortgage the cat.

“This film celebrates all the things you can do when your roaming is included. Picking up where we left off in our Priority film with Bubl being a genuine part of a group for an authentic take on the benefits that O2 offers to its customers.”