The campaign, which breaks this weekend, has been created by Three's incumbent ad agency Glue London, and features TV, cinema, poster, press and online work,
The TV ad parodies the story of 'Rocky VI', by showing Three employees undertaking arduous tasks and pushing their bodies to the limit, in order to serve their customers.
The work, which will run until the end of June, carries the strapline: "They're going even further to make it even better".
The campaign is the first to be run by Three since its "Freedom" ads, which broke in May last year.
The ads marked Glue's first work for the brand since the agency won the business from Euro RSCG in December 2008.
Integrated campaign
Glue launches Rocky-themed TV spot for Three
LONDON - Three, the mobile phone network previously branded as "3", is launching a new £7m 'Rocky'-themed ad campaign to highlight the efforts the company's staff put in to creating the UK's largest 3G network.
.jpg)
.jpg)