"First Breath"

28 March 2025

60s

In it for the lung haul.

Has Bubl been sent to the scrapheap? It would appear so, but now is no time to mourn. In fact, it's time to celebrate the birth of a child. As a baby takes her first breath (about seven hundred million left to go, we reckon), Sean Bean is proud as can be: "That's it! Breathe it in, little one." He goes on to say: "Breathing is pretty important, but there's more to living than that."

It's then up to Sam Pilling, to cram as much of life into 60" possible. He does a lovely job, it must be said, as the girl grows up to travel, go to gigs, fall in love, call her folks when heartbreak rears its ugly head, and cheer on England at Twickenham. You need oxygen to live through these moments—O2 wants to make them even better.

There's no need for the baby to think about all the perks and upgrades the brand's known for just yet, but older viewers may want to consider what O2 has to offer in its new era. "We exist to help you live" is a lofty gambit to end on, but it helps to hear someone like Bean, a man who, er, knows about death, say it.

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