Created by WCRS, the latest ad in 3's "West meets East" series promotes the full range of messaging services, which now includes mobile internet messaging as well as SMS.
The spot features a scene where students are stuck in a lecture and one decides to spice up their day with a flirtatious message to a friend.
In this case, it is a hand-folded paper message sent flying across the hall and within seconds everyone has joined in. The one person oblivious is the lecturer making notes on the blackboard -- highlighting the contrast between old communication tools and the full range of messaging services available on 3.
Graeme Oxby, marketing director of 3UK, said: "Our advertising has always reflected the fun and different approach of 3, while showcasing our wide range of communications, products and services.
"This campaign reflects the phenomenal popularity of messaging whether it's texting, instant messaging or emailing on the move."
The lecture theatre ad will be followed by a series of ads focusing on 3's services such as entertainment and information and promotes mobile TV, music and internet access.
Director on the spot is Traktor for production company Partizan. Media buying is thorugh MindShare.
The TV work will be supported by outdoor, online and in-store activity.
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