What do Britons love about Britain? That’s the question answered by T-Mobile’s new multi-million pound brand campaign launched on Wednesday with a viral video featuring the voice of big-collared comedian Harry Hill.

Building on the success the Royal Wedding ad, which was viewed by more than 20m people and ranked as one of the most watched ads online in 2011, the phone company’s latest offering opens with a quaint English village setting.

But it ends with a mosh pit of strange British characters dancing around a giant cheese, with micropigs, tanned Beefeaters and Dizzee Rascal’s Bonkers thrown in.

Created by Saatchi & Saatchi, the campaign is designed to celebrate T-Mobile’s new “The Full Monty” tariff, with a 90 second version of the ad launching online tomorrow, followed by 60 and 30 seconds spots running on TV throughout February and March.

Spencer McHugh, Director of Brand at Everything Everywhere said: "Britain is really enjoying the limelight this year, so the campaign has been designed to capture and celebrate that sentiment of British goodwill.

“As we head into an exciting year with the Queen’s Jubilee and a summer of sport ahead of us, we believe we’ve really tapped into the feeling of the nation with a campaign that can’t help but raise a smile.”

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