Rome, May 26, 2004 - The new TIM campaign has begun, centred on a summer promotion offering a "SOS Ricarica" lifebuoy.

TIM offers an emergency recharging service to its customers when their credit runs out.
By calling 4916 TIM provides the chance of using 2 euro of anticipated credit to make calls.

The commercial "SOS Ricarica", broadcast from May 23, on all the main national networks, takes place in a holiday setting, evoking the relaxing atmosphere of the summer.
Italy's most polular director Ettore finally takes a holiday!
A holiday with sun, sea, beautiful girls and... something unexpected.
We see Ettore, Marco Maccarini and the two secretaries skimming over the waves in a fantastic speedboat. A beautiful lifeguard controls the situation from her observation point.
Suddenly the boat develops a fault.
Ettore counts on Maccarini because he cannot swim, Marco tries to contact someone but his telephone credit has run out and the secretaries dive into the sea and abandon ship!
The two exchange anxious looks and then notice the lifebuoy bearing the message SOS 4916.
At this point Ettore exclaims: Sailor.... RECHARGE!!!
The fantastic Baywatch lifeguard runs to their help...and we find she is a special lifeguard, the sexy Federica Fontana.

The first television campaign produced by Central Groucho for TIM, based on the creative idea of Armando Testa, is characterised by a very refined production, coordinated by the executive producer Felice Rusconi, who was explicitly inspired by the cult telefilm "Baywatch" (with Federica Fontana in the role of Pamela Anderson).
Special mention should also be made of Pietro Follini, who is very gifted in reconstructing images with the iconographic effect of one of the most famous telefilms in the world.

Telecom Italia Media Relations
TIM Press Office
Tel. +39 06 3688 2499/2610
www.tim.it
www.telecomitalia.it/stampa