It’s a fact universally acknowledged that, for some users at least, O2’s network coverage hasn’t been that great of late. Speaking from personal experience, calls now rarely get through to me. Sometimes they go straight through to voicemail even though I’m sitting there staring at my phone with a seemingly full signal strength on display in the top left of my shiny device. Often, that all-important “I’m running late” text will appear several hours after it’s been sent, leaving this poor journalist looking like a sad old woman waiting for a date in a pub that doesn’t turn up. I’m a bit fed up of the sympathetic looks from strangers, to be honest.

So, now that O2’s exclusive hold over the iPhone is soon to be consigned to history in the UK, is Orange turning around and patting it on the back for a job well done? Possibly in private, behind closed doors, that may be the case. For all we know, Orange and O2 could well be living it up in a large shared house like the X-Factor contestants. Publicly enemies, but privately two mobile operators who enjoy each other’s company and like to party? We can dream.

Although Orange’s latest campaign suggest that the rivalry is still present and correct. And just in case we forget, it’s spending four million quid. Yes you read correctly, £4 million, drumming that message home to France Telecom’s child.

The ‘You’re Covered’ campaign is designed to big up the strength of Orange’s 3G network. Hitting O2 when it’s down or just clever marketing? The users will be the one that ultimately decide on this one. Those that don’t hold out until next year when Vodafone joins in the iPhone that is.

According to the blurb accompanying the launch of Orange’s big-money campaign, the mobile giant’s beefy 3G network now covers more than 93 per cent of the UK population. For those not having to stand on their roof to get reception, they clearly don’t need to be told how good the coverage is, so we can only assume the message is mainly targeted at the others who might be non-believers at this stage.

“This campaign was devised to have a fresh and fun appeal to ensure that people see different versions of the adverts wherever they go, keeping the campaign new and intriguing,” said Spencer McHugh, Orange UK’s brand director, in a statement. “At Orange we’re proud of our network and we wanted to remind customers about this great reason to be on Orange.”

You’re Covered will run from this month until the middle of December, spanning print and outdoors, train stations, buses, airports, shopping centres and so on.

Turn around right now. Yes you there. There’s probably an ad staring back at you. Let us know if there is and take a picture of it. Then send it to to us.