New Phones Sooner for Cowboy Customers : A Puck-like half-goat character is seen in a rocky desert scene as he welcomes the viewer to the mind of O2. He introduces a customer on a horse who has a smart phone that has just been superseded by a new model, and the horse turns into a donkey. He continues that O2 have decided to give him a 12 month contract when he renews, so that he can get his new phone sooner, and a recycle scheme to get money on his old phone. The donkey turns back into a rearing stallion in armour, and the customer rides off leaving a trail of fire behind him on the path through the rocky landscape. Aah.