MUMBAI: Motorola together with music stars will launch a new advertising campaign. This will introduce the Motorola ROKR -- the world's first mobile phone with iTunes which is Apple's music service.
 

 
The service will enable music lovers to transfer up to 100 of their favourite songs from the iTunes jukebox on their Mac or PC to their mobile phone. The campaign which is for the US, Europe and Hong Kong brings together a host of past and present music legends including Madonna, Little Richard, The Bravery, Iggy Pop, Biggie Smalls, Ahmir, Common and Beethoven, in a screen-first directed by Jesse Dylan.

The month-long Phone Booth campaign devised by BBDO New York, supports the launch of the ROKR and debuted in the US a few days ago.

 
 
Motorola chief marketing officer Geoffrey Frost says, "Just as MOTOROKR is the first great fusion of music and phone Phone booth is the perfect fusion of genres and generations -- a great metaphor for how we all express ourselves through the music we love. It's a nice way to show how the device formerly known as the cellphone continues to evolve."

Set to the soundtrack of Madonna's song Hung Up which is the first single release from her forthcoming album -- the TVC combines computer wizardry with location shoots in New York and London. The TV spot is scheduled to appear on multiple MTV Network stations such as MTV, VH1, MTV2, ABC. It will also be seen during several primetime premieres including The Apprentice, The Simpsons, and Lost.

 
 
The inspiration for the ad came from the phone booth packing craze of 1959 and creatively demonstrates how consumers can now enjoy the iTunes experience on their mobile phone.