TBWA London develops branding spot for 3

TBWA\London's latest TV campaign for the third-generation mobile phone network 3 stars a semi-naked Anna Friel frolicking outdoors.

Friel is the new face of 3 in a series of cinema and television ads designed to create a brand personality with which customers can identify.

Gareth Jones, the chief operating officer at 3, said: "We want to establish a personality for 3, which people feel comfortable with. It is not about celebrity-based ads. This is an umbrella brand positioning for us. We will roll out a number of more product and service-specific pieces of work."

In the 60-second spot, Friel compares the evolution of mobile technology to human evolution. She walks through different settings - from a primordial swamp to lakes, forests and waterfalls - while a voiceover states: "One day you're a single-celled amoeba ... and then, whoosh!, a fish, a frog, a lizard, a monkey. And before you know it, an actress!"

She then compares this to the advanced technology 3 offers users. "They call it evolution. I call it the natural next step. Things get better. It's like phones. One - you had wires. Two - mobile phones. And three? Video mobile. I can now be where I want, when I want, even when I'm not."

The ad uses the music La vie en rose by Louis Armstrong. It was written and art directed by Stephen Ward. Kevin Thomas directed, through Thomas Thomas. Media planning and buying was by MindShare.

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