The TV ad, the company's first in more than 18 months, pushes 3's recently unveiled free moble Skype package. Skye is available on Apple iPhones but only in wi-fi areas.
3 is the only mobile operator to permit Skype with no top-up charges, hidden fees or line rental.
The marketing drive also includes radio, digital and outdoor, and will run for an initial two months.
The TV execution stars actor Jason Hicks who uses Skype on his 3 phone to stay in contact wth his family in Barbados. The cast also includes 3 employees, customers as well as 3 director of integrated communications Alan Doyle.
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