There's gotta be a better concept, Vodaphone - or does there?

Forgive me for being London-centric, but this ad caught my eye - for all the wrong reasons. It's one of a campaign of at least three, maybe four, so some serious money involved - and until I read the small print (body copy) I had no idea what they were on about. A whole load of hard-hatted campers catapulting one of their number up the side of a tree? A circus troupe on day-release practising a human canon-ball routine? For me, it just didn't communicate fast enough, because the visual failed to say 'team-building' at a glance. Even once you get it, the team-building metaphor doesn't apply sweetly enough to the business-building concept Vodaphone is trying to promote. But the fact is, the net result of all this word-pic dissonance is that I have ogled the campaign several times - so touché Vodaphone, hard-hats off to you.