O2 has repeatedly promised to roll out 4G in summer, and with August rapidly approaching, you’d be forgiven for screaming through a megaphone: “WHERE THE HELL IS IT?”
There are signs that the O2 4G machine is progressing nicely, with the first O2 4G video ad, accompanied by the news of something called, er, “Thumbells” – dumbbells for thumbs. Seriously, you could not make this stuff up.
O2’s “Fit for 4G” video ad doesn’t give anything away per se, and the accompanying blurb merely reiterates “this Summer”.
Instead, we’re treated to the sight of two thumbs – one blue (O2, of course), one red (Vodafone maybe?) – working out Rocky-style in anticipation of the launch of 4G.
The blue thumb is seen head-butting chicken nuggets and running up steps before ultimately knocking out the red thumb. Hi-larious.
Why thumbs? Well, over at the O2 newsroom, the network appears to have gone completely and utterly mental. Mental about thumbs, in particular.
O2 says 43% of people have had thumb pain in the past five years, while 52% report thumb-based tiredness while using smartphones.
As such, with the dawn of 4G imminent, O2 has enlisted the help of “top hand specialist” Nicola Goldsmith to “get customers ready for 4G”. Expect an “inspirational video” alongside those Thumbells – currently being trialled by staff. Again, I’m not making this up.
Goldsmith purrs: “The thumb is being used more than ever for rapid, fine movements. We are seeing gadget related injuries increasing and it’s time we gave our digits a helping hand.
“The Thumbells provide a fun way for getting us to focus on thumb protection and the O2 ‘fit for 4G’ video class and top tips will hopefully help you to prepare your thumbs for the speed of 4G”.
Meanwhile, David Johnson, General Manager Devices for O2 in the UK adds: “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.”