3's new shop WCRS drops Friel in surrealist approach

LONDON - The mobile telephone network 3 is dropping the actress Anna Friel in its forthcoming campaign and is taking a more surreal tack with its television advertising.

Fredrik Bond, the MJZ director, will direct two new commercials, scheduled to air in October.

The new campaign is believed to be based around an alternative reality. In the first spot, a pair of cowboys discover a squid in a lake in a desert and take it back to their flat for a party. When it gets drunk, the fish starts singing and lights up the room with its tentacles.

The second spot features a girl who has two talking cakes; she eats one, much to the distress of its partner.

The surreal approach has been devised by 3's new ad agency, WCRS. The agency swiped the £52 million account from TBWA\London in May.

TBWA was responsible for introducing Friel as the face of 3's communications. One ad showed Friel opining on evolution while sporting a pair of giant frog-like feet.

WCRS was unavailable for comment as Campaign went to press.

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