So Max Johnson's parents felt especially honoured when the cryptic "Max is coming'' advertisements began appearing earlier this month.

Proud father David Johnson, from Flatts, explained: "We were expecting a baby boy and had already decided to call him Max when we spotted that advert in The Royal Gazette saying `Max is Coming'.

"At first we thought whose wacky idea was it to take out these full page adverts about our child? We were calling all our friends to find out who'd done it.

"We'd hit on the name Max three months ago and he was due around the same date as the new mobile system was due to be launched.'' In the end Max was born weighing seven pounds, five ounces at King Edward VII Memorial Hospital on August 13 -- two days after the arrival of the new Bermuda Telephone Company Limited digital mobile service.

Mr. Johnson confessed as to why he picked the name.

He said: "I'm a big motor racing fan. His first name will be Ayrton, in tribute to the Brazilian racing driver Ayrton Senna, but we'll use his middle name Max.

"I was going to call him Massimo after another racing driver but we decided on Max because it seems to roll off the tongue.

"He'll be the first boy in his class to spell his own name.'' Proud mother Rosely, 33, said: "He may have been born on Friday the 13th, but he's our lucky charm.''