A group of three fashionable friends walk down the city sidewalk when they pass a store window featuring a mannequin dressed in a leather harness.

They use their phone to snap a quick picture of it, which they send to another friend of theirs, who is at home. He's sitting on the couch with his bulldog, watching an old movie on TV. The message comes over to him with the picture and a caption, asking "R U coming out?"

The clever friend then snaps a picture of his pup, replying to his mates, "Nah, hanging with ya Mamma."

According to Jody Thomson, Consumer Marketing at Vodafone NZ, "The ad was not purposely intended to depict gay men, but to communicate that images are just as strong, if not stronger, than words. In the reasonably accepting, modern, youthful society we live in, images such as the manequin in bondage or the dog are taken to mean whatever the audience has a connection with. The key objective of the brief was to create an affinity with PXT as 'talking with pictures' in an everyday
environment.

"The results have been fantastic. PXT as a product (taking pictures &
sending them via a mobile phone) has grown in recognition, and people now undertand that you can use images to create a message, outside of just taking a photo of a 'special moment'. Our usage of the PXT product grew approximately eight-fold from the culmination of this advertising and the retail executions that accompanied it. "

She says the ad is targeted at a demographic that likes to "work and play hard with no commitments and money to burn, 20-to-35-year-olds, strong male skew, urban. They are highly mobile, embrace new technology, large social circles and have a high consumption of media. This audience incorporates many subsets within the community, not just the gay community."