TBWA launches latest 3 TV spot

TBWA\London has unveiled its first TV campaign for the third-generation mobile phone network 3 since holding on to the £30 million creative advertising account after a competitive pitch.

The campaign drops the "open your eyes" strapline, which TBWA has used since 3 launched at the beginning of the year. Like the original ads, the new 60-second commercial focuses on one of 3's unique features, video calling.

The ad aims to demonstrate the importance and value of video calling by showing a series of vignettes that depict 3 mobile phones as allowing people to be in two places at once. In one, a late-working boyfriend is lured home by the appearance of his girlfriend's legs on his desk.

Other intimate and personal moments between friends and family feature.

The ad ends with the voiceover: "With video calling on 3 you can be there when you want, even when you're not."

"Our new campaign brings to life the emotional benefits of video calling and illustrates moments when you could potentially be there when you are not," Graeme Oxby, the marketing director at 3, said. "Video calling is a unique experience and is a service that customers could only have dreamed about a few years ago."

The TV work is supported by an outdoor campaign.

The ad was written and art directed by Stephen Ward. It was directed by Cris Mudge through Mustard. Media planning and buying was by MindShare.

In August, TBWA retained the 3 account, beating WCRS, Bartle Bogle Hegarty, Delaney Lund Knox Warren & Partners and M&C Saatchi in a whirlwind two-week pitch handled by the AAR.