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Video-mobile network 3 is to break a TV campaign featuring actress Anna Friel this weekend. The ad, developed by TBWA\London, is intended to reflect the growing maturity of 3 as a mobile service. Supported by the strapline 'Welcome to the evolution', the ad shows Friel in a state of metamorphosis from a frog to a human. According to 3 chief operating officer Gareth Jones, the ad aims to move the brand on from just talking about its products and services. It is the first 3 ad not to use images of handsets or people using them. The campaign will run for the next few months and 3 is likely to use Friel in a series of marketing initiatives this year. Media is by MindShare.