Via its agency, M&C Saatchi, the Australia-based telecommunications company Optus is using the original Smiley logo from The Smiley Company as the face of its new multimillion-dollar advertising campaign, called Happy Days.

The Happy Days campaign will promote Optus' new prepaid phones offer and uses Smiley as the new face of Optus animals. The campaign breaks this month across television, online, print media, in-store point-of-sale and product packaging and outdoor advertising.

"Smiley adds a very contemporary feel to a creative idea that is simple and visually interesting," says Nick Russo, group account director at M&C Saatchi Sydney. "The work is fresh and has been well received by all."